How To Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and Commercial Online Services

The Online Marketing Handbook discusses advertising, publicity, promotion, and selling of all types of online products and services in an appropriate and legal manner. A viable practical guide for those wanting to reach this customer base (the Internet has over 20 million users), this book details how to promote products in the most cost-effective way available. The book takes a case history approach, showing readers the do's and dont's of online advertising and how to avoid legal and social problems.

• Shows how to use on-line services to advertise, publicize, promote, and actually sell products.
• Case History Approach.
• Shows how to use paid advertising services.
• Discusses all on-line services, not just the internet.
• Assumes only a "passing" familiarity with computers.

• Section 1: Getting Up to Speed on the Information Superhighway
  Introduction
  The Electronic Cash Register: The Benefits of Online Marketing
  Essentials of Online Marketing
  Overview of the Internet and Commercial Online Systems
  Netiquette: Rules and Restrictions for Online Marketing
  Market Research
  Becoming a More Effective Marketer

• Section 2: Making the Sale
  Online Shopping
  Forums: Marketing Opportunities for Information Providers
  Building Relationships with E-mail
  Selling Products and Services with Online Classified Ads

• Section 3: Marketing Tools
  The New Advertising/Creating Effective Advertising Messages
  Publicity: Influencing Editors and Your Target Market
  Building Relationships with Customer Service
  The Future

• Appendix 1: Contacting the Online Services
• Appendix 2: Resource Directory
• Index

Dan Janal (Berkeley, CA), teaches public relations at the University of California at Berkeley and is currently a "sysop" (systems operator) for PRSIG, Compuserve's Forum for public relations and marketing executives. Mr. Janal is also the author of How to Publicize High Tech Products and Services.