Herschell Gordon Lewis - Selling on the net: the complete guide
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NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page iv
Library of Congress Cataloging-in-Publication Data Lewis, Herschell Gordon, 1926 Selling on the net: the complete guide I by Herschell Gordon Lewis, Robert D. Lewis, 1952 p. cm. Includes index. ISBN 0-8442-3233-5 (alk. paper). ISBN 0-8442-3234-3 (pbk.: alk. paper) 1. Internet marketing. 2. Internet advertising. I. Lewis, Robert D., 1952-. H. Title. HF5415.1265.L483 1996 658.8'00285'467dc20 96-23087 CIP
Published by NTC Business Books, a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1997 by NTC Publishing Group. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
7 8 9 9 8 7 6 5 4 3 2 1
Page v
Contents
Preface
ix
Acknowledgments
xi
1 What. is the Internet, Anyway?
The Increased interest in the Internet
2
Beginning at the Beginning
3
The Cyberspace Community
5
Secure Transactions on the World Wide Web
16
2 Your Internet Communications Goals
21
Web Strategies
22
Types of Cybernaut
25
Why Do People Shop in Cyberspace?
28
Follow the Golden Rule of Sales Letter-Writing
32
Building a Relationship on the Net
33
Page vi
3 How the Interent Differs from Other Direct Marketing Media
59
Communicate with Whom?
59
The Odd Coupling
60
Other Instant Problems
62
Statistics Can't Lie, But They Can Be Mistaken
63
Converting Internet Advertisers to Internet Marketers
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