Title Details

KIM M. BAYNE manages wolfBayne Communications, specializing in strategic and tactical media relations and Internet marketing for Fortune 500 companies. Experienced in both the agency and client sides of computer and electronics product marketing, she is the Owner/Moderator of the Internet discussion group HTMARCOM (High-Tech Marketing Communications). Ms. Bayne is Editor/Publisher of "Marketing Lists on the Internet," a newsletter/ directory of online marketing groups. She writes regularly for such publications as Marketing Tools magazine and Internet Marketing & Technology Report, and presents internationally at such conferences as Internet World, Web Developers Conference, and Internet Expo Conferences.

Writing the Internet Marketing Plan: An Introduction.

CREATION: BUILDING YOUR INTERNET MARKETING PLAN.

Preparing the Business Overview and Executive Summary.

Analyzing Internet Market Statistics.

Formulating Marketing Communications Strategies.

Planning Your Internet Marketing Budget.

Forming the Internet Marketing Task Force.

IMPLEMENTATION: FITTING THE INTERNET INTO YOUR MARKETING COMMUNICATIONS MIX.

Designing Advertising and Direct Mail Campaigns.

Utilizing Collateral Materials/Sales Literature.

Developing a Corporate Identity.

Conducting Market Research.

Executing Public Relations and Promotional Programs.

Incorporating Sales Support Functions.

Planning Trade Shows.

Launching Your Internet Marketing Program.

EVALUATION: REVIEWING ACHIEVEMENTS AND IMPROVING FUTURE PERFORMANCE.

Measuring Internet Marketing Results.

Appendices.

Index.