Cover image for Maximizing your business online : a 3.5.7 method for Internet success
Maximizing your business online : a 3.5.7 method for Internet success
Settles, Craig.
Personal Author:
Publication Information:
Rockville, Md. : Government Institutes, [1999]

Physical Description:
xvi, 302 pages ; 26 cm
General Note:
Includes index.
Subject Term:
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415.1265 .S483 1999 Adult Non-Fiction Non-Fiction Area

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According to Internet Week's June 29, 1998, issue, eMarketers, a research group that monitors business on the Internet, expects electronic commerce between businesses to increase from $16 billion in 1998 to $268 billion by 2002. However, to be successful, companies need more than just a computer and a modem. This book provides you with an Internet business model that you can use to establish an efficient and successful new company website or to increase the value of an existing one.

Using a three-stage process, you will learn how to establish a clear focus on the value of the Internet, develop a five-dimensional business strategy, and implement effective tactics for achieving maximum benefit from your web-based business -- regardless of your company' s size or commitment to using the Internet.

Settles explains how to market to Internet users, provides a framework for developing the business communication strategy, and details a step-by-step approach to producing creative tactics that both decrease communication costs and increase market awareness.

Author Notes

Craig Settles in president and founder of

Table of Contents

About the authorp. vii
Introductionp. ix
1 An Internet Guide...for those in the trenchesp. 1
The 3.5.7 Method: easy to understand and applyp. 1
Flexibility: the keyp. 2
Accountabilityp. 2
What is The 3.5.7 Method?p. 4
3 steps to a better focusp. 7
2 Evolution of the "Age of the Internet"p. 17
The Information Highwayp. 17
Cyberspace: observations and conclusionsp. 18
New Age communication meets Olde World marketingp. 19
When Olde meets Newp. 21
Marketing with a new attitudep. 23
Looking at the big picturep. 24
The golden rule of cybermarketingp. 26
The Way Back Machinep. 29
3 It's about peoplep. 35
Online servicesp. 36
The Internetp. 37
Profiling the usersp. 40
The prime directive: building cyberspace communitiesp. 48
4 Strategies for better communicationp. 57
Overview of the 5-dimensional strategyp. 57
Cost justifying the five dimensionsp. 58
Your five strategic optionsp. 60
Putting order to the five strategic elementsp. 63
Communicating with customersp. 64
What it takes to communicate to existing customersp. 68
Can I place your order?p. 71
Supporting the online selling processp. 73
How would you like to pay for that?p. 73
Food for thoughtp. 75
5 Service and support...faster, better, cheaperp. 77
The value of online service and supportp. 77
Making the dollars and sense casep. 80
Making the Net work for youp. 85
Providing third-party online supportp. 90
Food for thoughtp. 92
6 Communication with prospectsp. 93
Defining parametersp. 94
The value of communicating with prospects on the Netp. 95
Calculating your costsp. 99
Helping prospects shop 'til they dropp. 102
Tactical issues to considerp. 104
Food for thoughtp. 109
7 Augmenting traditional business communicationp. 111
Twisting the night away with lotusp. 111
Learning "twisted" lessonsp. 112
The value of the web-centric organizationp. 114
Putting this strategic element into actionp. 123
Food for thoughtp. 126
8 Internal communicationp. 127
A few caveats to startp. 127
The financial impactp. 128
Basic communicationp. 129
Evolving communicationp. 133
Evaluating the potential by departmentp. 136
Implementing this strategic optionp. 139
Additional points to stay on trackp. 142
Food for thoughtp. 144
9 Developing Internet marketing tacticsp. 145
The Big 7 of Internet marketingp. 146
Feedback from Internet marketing veteransp. 152
Brainstorming the Big 7p. 154
Final considerationsp. 157
The written tactical planp. 158
10 Building brand customer at a timep. 161
Extending your company image to the webp. 162
The challenge to brand loyaltyp. 163
Brand awareness, the first stepp. 163
Building a loyal followingp. 167
Sponsorships: a faithful brand marketing workhorsep. 171
Other branding tacticsp. 174
Meeting the needs of the individualp. 176
Food for thoughtp. 181
11 Direct response marketing...get it and get it now!p. 183
Immediate resultsp. 183
Fast information distributionp. 184
Two success storiesp. 184
Getting down[loads] with your direct responsep. 193
Food for thoughtp. 198
12 Market education...teach your customers (and prospects) wellp. 199
When to educate the marketp. 200
Taking market education to the Netp. 204
Food for thoughtp. 214
13 Product demonstration and distributionp. 215
General dos and don'tsp. 216
Make your products come alive onlinep. 217
Direct experiencep. 218
Indirect experiencep. 223
Simulated experiencep. 225
Product demonstrations in the marketing mixp. 228
Food for thoughtp. 230
14 Public relations...a whole new ball gamep. 231
Journalists as cybersurfersp. 231
Back to basicsp. 237
Stop the [online] presses!p. 242
Shaping your public image--online and offp. 244
Keep your image cleanp. 247
Food for thoughtp. 249
15 Research in and ye shall findp. 251
Two kinds of datap. 251
A sensible solutionp. 252
Gathering data with ease and less costp. 255
Bottom-line benefit: better decisionmakingp. 257
Make the most of secondary researchp. 259
Finger on the pulse: conducting primary researchp. 261
Food for thoughtp. 265
16 Service and can never give too muchp. 267
Get them onlinep. 268
Keep the customer satisfiedp. 269
Turn online support into revenue streamp. 273
Helping the hands that help youp. 274
Support within these castle wallsp. 277
Taking it to the streetsp. 280
Food for thoughtp. 282
17 Delivering the written word...preparing the Internet communication planp. 283
Get a new plan, Stanp. 284
Tacticsp. 286
Logistical issues--the devil is in the detailsp. 289
Time to hit the roadp. 294
Indexp. 295