About the Allen Team
Books by Cliff Allen
One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time
From The publisher, John Wiley & Sons
Comprehensive resource offering coverage of the latest tools, products, technologies, and solutions for one-to-one Internet marketing. The CD-ROM includes interactive checklists and tools for making decisions and writing reports. System requirements not listed. Softcover.
A comprehensive resource on implementing a one-to-one marketing strategy on the Web: With its unique focus on customer-oriented marketing strategy, One-to-One Web Marketing immediately became a bestseller among Internet business books when it was first published in 1998. Now in a second edition, this is still the only comprehensive resource for understanding and applying the latest technologies, tools, products, and solutions for one-to-one marketing on the Web. With 40% new material, the Second Edition features a full arsenal of checklists, flowcharts, templates, vendor lists, scripting examples, and other tools and information that readers can use to evaluate and implement one-to-one technologies.
Internet World Guide to One-To-One Web Marketing
This comprehensive guide aims to help you successfully apply one-to-one marketing principles--developing secure relationships with customers--on the Internet. The book wades through all of the current interactive technologies--animation, 3-D, video, audio--and helps you distinguish what is useful to your site and what is just hype. Lessons show how you can use e-mail as a device for pulling people onto your site without having them feel as though they are being spammed. The guide emphasizes using personalization features and push technology, urging the use of innovative methods to collect information on customers. The authors also share tips on how companies can set up their own online communities, where customers can chat, and use these communities as marketing tools.
A detailed chapter on presentation and conferencing tools explains the different technologies to choose from and how to set up your presentation to meet your company's needs. You'll learn the different ways you can advertise and promote your product or company on the Web. You'll also find out how to track who's visiting the site and get more information about your customers. Internet World Guide to One-to-One Web Marketing explains how you can integrate databases with your Web site and use data mining and data warehousing to individualize customer profiles. The authors show example screen shots of sites that are following some of the principles they outline, and the book closes with a reassuring chapter on privacy concerns and some fun predictions for the future of Web marketing.
From The publisher, John Wiley & Sons
A new generation of media tools have sparked an online marketing revolution that enables marketers to use the Web to develop long-term, highly-profitable, one-to-one relationships with their customers. This is a nuts-and-bolts guide to these new marketing techniques. It offers practical guidance on launching a sophisticated one-to-one campaign, tips on integrating these techniques with traditional Web marketing systems, and real-world case studies. Include a Companion Web site with... * Discussion lists for one-to-one marketers. * Business profiles and sample case studies from the book. * Regular updates about emerging products and technologies.
From the Back Cover
One-to-one marketing is a revolutionary new strategy for building customer loyalty and generating repeat sales. As marketers the world over are discovering, the Web is an excellent medium for conducting a successful one-to-one marketing campaign. Now, in The Internet World Guide to One-to-One Web Marketing, top Internet marketing experts arm you with all the knowledge and skills you need to develop your own winning one-to-one Web marketing strategy.
The book gets you up to speed on all the hot new Web technologies that marketers are using to forge lasting relationships, one customer at a time. With the help of case studies of some of the most successful one-to-one Web marketing initiatives, the book shows you exactly how those technologies are being employed to customize offerings and create dialogs with customers.
It provides valuable lessons, tips, and guidelines on how to:
- Make the best technology selections for your budget and goals, and plan a successful one-to-one Web marketing initiative
- Build relationships with customers using personalization, push, interactivity, telephone and A/V conferencing, e-mail, virtual community, and other cutting-edge Web technologies
- Integrate one-to-one Web marketing strategies with other processes and systems, such as customer service and support and databases.
Web Catalog Cookbook
If you're an entrepreneur who's ready to set up shop, a mail-order business ready to launch into cyberspace, or a business that is ready to communicate directly with the Web marketplace, this book shows you how. You'll also learn how to promote, inform, market, and offer customer support online. If you want to set up a Web catalog for your internal company network, this book is an essential resource. Online marketing experts Cliff Allen and Deborah Kania answer all of your questions as they walk you through every step of the planning, design, and implementation process. You'll also find out about many valuable online resources and great Web catalogs that will be a source of ideas and inspiration. Plus, you get an incredible software package that includes everything you need to put together a professional Web catalog.
The tools, templates, and training to put your catalog online
As companies increasingly want to display their products and services on the Web, this book provides them with the advice, tools, and templates they will need to create an effective Web catalog. It answers questions and gives suggestions for topics like catalog size, multimedia applications, commerce applications, Web server software and more. CD-ROM includes everything a marketer needs to put together a complete Web site catalog.
From the Back Cover
"All the tools, templates, and know-how you need to create your own online catalog quickly, easily, and cheaply
If you're an entrepreneur who's ready to set up shop, a mail-order business ready to launch into cyberspace, or a business that is ready to communicate directly with the Web marketplace, this book shows you how. You'll also learn how to promote, inform, market, and offer customer support online. If you want to set up a Web catalog for your internal company network, this book is an essential resource.
Online marketing experts answer all of your questions as they walk you through every step of the planning, design, and implementation process. Along the way, they provide valuable advice and guidance on: catalog design and formats order fulfillment multimedia applications promotion Web server software marketing online transactions customer support online.
You'll also find out about many valuable online resources and great Web catalogs that will be a source of ideas and inspiration. Plus, you get an incredible software package that includes everything you need to put together a professional Web catalog.