Title Details

KIM M. BAYNE is the co-creator, head writer, and host of the syndicated radio talk show "The Cyber Media Show with Kim Bayne," heard weekly on traditional public radio and on the Web. She is a former high tech marketing communications executive, a frequent speaker at industry conferences, and a writer on Internet marketing for a variety of trade publications. As moderator of the first email discussion group for technology marketers and a pioneer in online promotion, she was among Jim Sterne's first expert guests at his groundbreaking Internet marketing seminars in 1994.

CREATION: BUILDING YOUR INTERNET MARKETING PLAN.

Writing the Internet Marketing Plan: An Introduction.

Preparing the Business Overview and Executive Summary.

Analyzing Internet Market Statistics.

Formulating Marketing Communications Strategies.

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.

Measuring Internet Marketing Results.

Launching Your Internet Marketing Program.

Planning Your Internet Marketing Budget.

Appendices.

Index.