• Introduction

Part I: Get the Site Right: Web Marketing Fundamentals

• Chapter 1 - Return on Investment Goals
• Chapter 2 - Web Value Propositions
• Chapter 3 - Design Optimization
• Chapter 4 - Domain Brand
• - Case Study: Netiva: Avoiding Information - - Overload

Part II: Audience Development

• Chapter 5 - Find and Be Found: Search Engines and - - Directories
• Chapter 6 - Word of Web: Online Communities
• - Case Study: Women's Wire: Sisterhood of - - Demographic Excellence
• Chapter 7 - Era of Innovation: Contests, Sweepstakes, and - - Other Special Promotions
• - Case Study: Macromedia: Realizing Visions of - - Success
• Chapter 8 - Media Savoir-Faire: Public Relations for a - - Digital Age
• Chapter 9 - Paid Media: The Many Faces of Web Advertising

Appendix -

Appendix A - Internet Resources

---

© Copyright, Macmillan Computer Publishing. All rights reserved.