Making money in cyberspace
TITLE_DISPLAY:
Making money in cyberspace
Persönlicher Verfasser:
Information zur Veröffentlichung:
New York : Jeremy P. Tarcher/Putnam, c1998.
Format:
Bücher
Physische Beschreibung:
282 p. : ill. ; 24 cm.
ISBN:
9780874778847
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Zusammenfassung
Zusammenfassung
There's no question that the Internet is an increasingly effective place to sell goods or services; yet small and home-based businesspeople are without consulting giants to navigate the frontier of cyberspace for them. With Making Money in Cyberspace, the authors of The Best Home Businesses for the 90s now offer a comprehensive guide that tells you all you need to know about starting and maintaining a successful on-line business from scratch -- or taking your current business into cyberspace.
Inhaltsverzeichnis
Introduction | p. 1 |
A New Communications Medium | p. 2 |
Case Study: Marilyn Butz, bizcardpro | p. 3 |
Why Business in Cyberspace | p. 5 |
Speed | p. 5 |
Low Cost of Entry | p. 5 |
Quickness of Change | p. 5 |
International Distribution | p. 5 |
Personal Touch | p. 6 |
Ease in Searching | p. 6 |
Interconnectedness | p. 6 |
If You Build It, They Won't Necessarily Come | p. 6 |
So What Does Work? | p. 8 |
Case Study: Bruce Clay, @bruceclay | p. 9 |
Two Important Things to Remember | p. 10 |
Whom This Book Is For | p. 11 |
How Much Money You Can Make in Cyberspace | p. 11 |
A Chapter-by-Chapter Summary | p. 11 |
What You Need to Know to Use This Book Effectively | p. 13 |
Our Hope | p. 14 |
Part I The Opportunity | p. 15 |
Chapter 1 Cyberspace Is Personal Space | p. 17 |
What Makes Cyberspace Different? | p. 18 |
Cybercitizens Concentrate and Have Their PC in Close Proximity | p. 19 |
Our Psychological Makeup and Personal Space | p. 19 |
Cyberspace Is in Your Face | p. 20 |
Putting the Intimacy Factor to Work for You | p. 27 |
Specialize | p. 27 |
Case Study: John Moen, Graphic Maps | p. 27 |
Keep Up with Your E-mail | p. 31 |
Provide a Reason to Return | p. 31 |
Give Something Valuable Away | p. 32 |
Conclusion | p. 33 |
Chapter 2 Opportunities in Cyberspace | p. 35 |
The Freedom Network | p. 36 |
The Individual Choice Network | p. 37 |
The Projected Growth of Business in Cyberspace | p. 38 |
Exponential Growth Among On-line Service Providers and ISPs | p. 38 |
People Accessing the Internet to Multiply | p. 39 |
Sales Growth Takes Off | p. 40 |
Advertisers Investing in Cybercitizenry | p. 41 |
Income Potential for Cyberbusinesses | p. 41 |
Four Types of Businesses in Cyberspace | p. 42 |
Chapter 3 Providers of Goods and Services | p. 45 |
The Strengths of Selling in Cyberspace | p. 46 |
Case Study: Dennis Fett and Debra Joan Buck, Peacock Information Center | p. 46 |
What Sells in Cyberspace | p. 49 |
Hard-to-Get Goods | p. 50 |
Case Study: Rick and Ralph Fazio, Flamingo Surprise | p. 51 |
Items Particular to Cyberspace | p. 53 |
Case Study: Laila Rubstein and Eugene Yushin, Artec International | p. 54 |
Items Sold at a Discount | p. 56 |
Case Study: Mike Smith, Joshua Tree Wood Trim | p. 57 |
Subscription Services | p. 59 |
Case Study: Raj Khera, GovCon | p. 59 |
How to Sell in Cyberspace | p. 63 |
Know Your Customer | p. 63 |
What to Do If You Don't Know Your Customer | p. 65 |
Images Are Important | p. 67 |
Case Study: John T. Wells, Netstores NW Inc. | p. 67 |
Be an Expert | p. 71 |
Case Study: Marc Andreessen, Netscape Communications | p. 72 |
How to Sell to Corporate Clients | p. 73 |
Summary | p. 75 |
Chapter 4 Advertiser-Supported Sites | p. 77 |
What Is an Advertiser-Supported Site? | p. 78 |
A Short Discourse in Web Page Advertising Terminology | p. 79 |
How Web Page Traffic Is Measured | p. 79 |
Types of Web Page Ads | p. 81 |
What Are Advertisers Looking For? | p. 82 |
The Rules for What It Takes to Attract Advertisers | p. 82 |
Rules Are Made to Be Broken | p. 83 |
Case Study: David Filo and Jerry Yang, Yahoo | p. 84 |
Characteristics of Successful Advertiser-Supported Sites | p. 85 |
Compelling Content | p. 86 |
High Incidence of Visitors | p. 86 |
Demographics | p. 88 |
Case Study: Aliza Sherman, Cybergrrl | p. 89 |
Targeted Advertising | p. 91 |
Guaranteed Impressions | p. 92 |
Case Study: Philip E. Margolis, Sandy Bay Software | p. 93 |
How to Get More Information | p. 96 |
Summary | p. 96 |
Chapter 5 Content Development | p. 97 |
Writing Web Content for Pay | p. 98 |
Writing Articles | p. 98 |
Book Writing | p. 100 |
Designing Web Sites | p. 102 |
What You Need to Know to Design Web Sites | p. 103 |
Case Study: Craig Hickson, HomePage Maker | p. 105 |
Selling Yourself to Clients | p. 106 |
Case Study: Bryce McGuire, Satellite Consultants, Inc. | p. 107 |
Setting Yourself Apart | p. 108 |
Case Study: Don Dowell, Golf of the SouthWest | p. 109 |
Selling Services to Web Sites | p. 112 |
Services That Enhance Web Sites | p. 112 |
Case Study: Matt Frivald, NetMind Services, Inc. | p. 113 |
Services That Promote Web Sites | p. 116 |
"Turnkey" Business Sites | p. 117 |
Case Study: Paul Graham, ViaWeb | p. 118 |
Setting Up Web Hardware | p. 120 |
Case Study: Cliff Kurtzman, Ph.D., Tenagra Corporation | p. 124 |
Conclusion | p. 128 |
Chapter 6 Take an Existing Business into Cyberspace | p. 129 |
Existing Businesses Succeed in Cyberspace | p. 130 |
Existing Businesses Generate Additional Profits | p. 130 |
Case Study: Daphne and Duncan Macpherson, Cascade Models | p. 131 |
Internet Allows Businesses to Cut Costs | p. 134 |
Case Study: Su Penny, PriceCheck | p. 136 |
How to Move Successfully into the On-line World | p. 138 |
Know Why You're On-line | p. 138 |
Case Study: Jane Westlind, Andy's Garage Sale | p. 140 |
Check Other Web Sites in Your Business Arena | p. 142 |
Devote Resources to Your On-line Presence | p. 143 |
The Biggest Mistakes Businesses Make Entering Cyberspace | p. 143 |
Lack of Coordination | p. 143 |
No Internet Marketing Research | p. 144 |
No Plan for Promoting the Web Site | p. 144 |
No Objectives or No Criteria for Knowing If Objectives Are Met | p. 144 |
Inadequate Allocation of Resources | p. 145 |
Failure to Design for the Medium | p. 145 |
No Preparation for Dealing in an International Market | p. 145 |
Conclusion | p. 146 |
Part II How to Get Started | p. 147 |
Chapter 7 Building a Successful Web Site | p. 149 |
Six Steps for Building a Web Site | p. 150 |
Step 1 Define Content | p. 150 |
Step 2 Research | p. 151 |
Step 3 Determine Involvement | p. 152 |
Step 4 Build and Test | p. 153 |
Step 5 Promote | p. 154 |
Step 6 Maintain and Update | p. 154 |
Tools You Need | p. 155 |
Software | p. 155 |
Computer System | p. 157 |
Case Study: Phil Lipton and Lorne Nielson, International Belt Sander Drag Race Association (IBDA) | p. 158 |
Stuff You Need to Know | p. 160 |
The Mechanics of Your Web Page | p. 160 |
File-based Mechanics | p. 161 |
Design Considerations | p. 162 |
Tricks Visitors Use That Affect Your Design | p. 163 |
Help Visitors Navigate Your Site | p. 164 |
Case Study: David Dickstein, Pacific Partners Mortgage Corporation | p. 166 |
Browser Compatibility Issues | p. 168 |
Make It So That Visitors Can Order or Make Inquiries On-line | p. 168 |
Practical Tips | p. 169 |
Make Your Site Load Faster | p. 169 |
Use JPEG Instead of GIF for Photos | p. 172 |
Use a White Background | p. 172 |
Transparent Graphics | p. 173 |
Resolution | p. 174 |
Color Tips | p. 175 |
Make Changing Information Text, Not Graphics | p. 175 |
Case Study: Susan Eshelman, Art Vision International | p. 176 |
Domain Names | p. 179 |
Find a Unique Domain Name | p. 181 |
InterNIC Domain Name Application Tips | p. 182 |
Conclusion | p. 183 |
Chapter 8 Promoting Your Site | p. 185 |
Search Engines | p. 185 |
Using META Tags | p. 186 |
Case Study: Robert S. Harris, The Harris Company | p. 188 |
Submitting Your Web Site to Search Engines | p. 189 |
Improve Your Site's Ranking | p. 191 |
Unethical Practices | p. 192 |
Case Study: Scott Banister, Submit It!, Inc. | p. 194 |
Reciprocal Links | p. 196 |
Banner Ads | p. 197 |
Targeting Banner Ads | p. 197 |
Free Banner Ads | p. 198 |
Paying for Banner Ads | p. 199 |
Increasing Banner Ad Effectiveness | p. 199 |
Sponsorship | p. 201 |
Electronic Mailing Lists | p. 203 |
Join Discussion Lists and Participate in Newsgroups | p. 203 |
Personalized, Targeted E-mail | p. 204 |
Autoresponders | p. 204 |
Send E-mail to Site Visitors | p. 204 |
Push Technology | p. 205 |
Caution | p. 206 |
Case Study: Andy Rebele, CityAuction | p. 207 |
Advertising | p. 209 |
Case Study: Linda S. Hammer, The Seeker | p. 210 |
Awards | p. 212 |
Conclusion | p. 212 |
Chapter 9 Getting Paid | p. 215 |
Accepting Payment | p. 216 |
Credit Cards | p. 217 |
Demand Drafts | p. 222 |
Electronic Cash | p. 224 |
Security Issues | p. 226 |
Commission Sales or Pay Per Sale (PPS) | p. 228 |
Case Study: Dave Bollinger and Hunter Melville, CyberRentals | p. 230 |
Page Impressions and Click-throughs | p. 231 |
Advertising Agencies | p. 232 |
Case Study: Stewart Ugelow, Student.Net Publishing | p. 232 |
Techniques to Protect Yourself | p. 233 |
Verification Using the USPS Database | p. 234 |
Verification Using the InterNIC Whois | p. 234 |
Research Using Search Engines and Usenet Newsgroups | p. 235 |
Conclusion | p. 235 |
Chapter 10 Choosing an ISP | p. 237 |
Finding an ISP | p. 238 |
Questions to Ask an ISP About Hosting Your Site | p. 239 |
How Close Is the ISP to the Backbone? | p. 239 |
What Kind of Connection Does the ISP Have to the Internet? | p. 240 |
What's the Speed of the ISP's Backbone? | p. 242 |
How Much Space Can I Get, and What's the Cost? | p. 242 |
Who Are the ISP's Other Customers? | p. 243 |
What Kinds of Additional Services Are Offered? | p. 243 |
How Much Is the Server Available? | p. 244 |
What About Technical Support? | p. 244 |
Your Personal Internet Access | p. 245 |
POP | p. 245 |
Software | p. 245 |
Modems | p. 246 |
POTS | p. 246 |
ISDN | p. 247 |
Cable | p. 248 |
Satellite | p. 248 |
ADSL (xDSL) | p. 249 |
A Comparison of Communication Line Speeds | p. 249 |
Conclusion | p. 249 |
Cool Sentences You Can Use at Social Events to Show Your Net Knowledge | p. 250 |
Appendix | p. 253 |
Internet Resources | p. 253 |
Web Search Engines | p. 253 |
Information About Search Engines | p. 253 |
Web Announcement Services | p. 254 |
Internet Organizations | p. 254 |
Internet Advertising Agencies | p. 254 |
Advertising Rates | p. 254 |
Advertising Information/Discussion Lists | p. 255 |
Banner Exchange Services | p. 255 |
Electronic Cash Organizations | p. 255 |
Magazines | p. 255 |
Press Release Sites | p. 256 |
Subscription-based Electronically Searchable Databases | p. 256 |
Trade Shows | p. 256 |
Web Software Tools | p. 256 |
Web Site Counters | p. 257 |
Web Site Ranking | p. 257 |
Awards for Web Sites | p. 257 |
Books | p. 257 |
InterNIC Sample Application | p. 258 |
An Alphabetical Listing of 125+ Internet Businesses | p. 261 |
Glossary | p. 271 |
Index | p. 277 |
Jeremy P. Tarcher/Putnam,
Bücher
Edwards, Paul, 1940-
Edwards, Paul, 1940-
Edwards, Sarah (Sarah A.)
Rohrbough, Linda.
1998
9780874778847
New York : Jeremy P. Tarcher/Putnam, c1998.
SD_ILS:608580
658.8 EDW
Making money in cyberspace
Making money in cyberspace
Making money in cyberspace
Making money in cyberspace
Edwards, Paul, 1940-
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