Exploring web marketing & project management
This interactive workbook on Web marketing and project management provides information on the core skills needed to meet the demands of the Internet community. This text is part of a series which covers three skill areas: Web business management; content management; and technical management.
Print Book, English, ©2000
Prentice Hall, Upper Saddle River (N.J.), ©2000
Problemas, ejercicios, etc
XXVI, 683 p. : gráf. ; 24 cm
9780130163967, 0130163961
912164939
(NOTE: All chapters conclude with Test Your Thinking.)I. MARKETING AND COMMUNICATIONS. 1. Internet Marketing Basics. The Internet as a Communications Tool. Roles of Direct Marketing and Relationship Marketing.2. Internet Marketing: Planning, Targeting & Evolving. The Importance of Planning an Internet Marketing Effort. Defining Audiences and Targeting Information on the Web. The Evolution of Internet Marketing Efforts.3. Developing and Integrating Internet Communication Strategy. Four Forces Affecting Web Communication. Expense Justification and Return on Investment. Addressing Internal Issues in a Basic Strategic Internet Communications Plan. Addressing External Issues in a Basic Strategic Internet Communications Plan.4. Web Site Architecture. Using Mapping to Build Presentations. Determining and Mapping Information Exchanges and Presentations. Building Presentations Using Story Boards.5. Creative Strategies. Identifying Creative Concepts. Creative Evaluation. Creative Development. A WWW Critique Model.6. Promotion and Measurement. Promoting Internet Communication Efforts. Measuring Internet Communication Activities.7. Internet Marketing: Legal Issues. Establishing and Documenting Agreements in a Contract. Developing Web Content.II. EXPLORING WEB MARKETING AND PROJECT MANAGEMENT. 8. Project Life Cycle Basics. Goals of Successful Project Management. Comparing Project Management in Various Industries. Project Tasks. Project Life Cycle Formats.9. The Project Team. The Definition of a Team. Team Dynamics.10. Project Bids, Contracts, and Specifications. Bids. Contracts. Project Specifications.11. Creative Development. Content Identification. Graphic Design. Writing and Editing.12. Technical Development. Hardware/Software Requirements. Technical Brief. Programming and Testing.13. Launch/Post Launch Activities. Web Marketing Strategy. Documentation/Training. Internal Audit.14. Web Firm Start Ups. Evaluating Financing. Marketing. Work Flow. Reputation.Appendix: Answers to Self-Review Questions. Index.