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Tables of Contents for Exploring Web Marketing & Project Management
Chapter/Section Title
Page #
Page Count
From the Editor
xv
Executive Foreword
xvii
Introduction
xix
About the Authors
xxv
PART I MARKETING AND COMMUNICATIONS
Internet Marketing Basics
1
26
The Internet as a Communications Tool
2
8
Evaluate How Your Organization Communicates
3
1
Evaluate How a Live Web Site Communicates
4
6
Roles of Direct Marketing and Relationship Marketing
10
17
Understand the Roles of Direct Marketing and Relationship Marketing
15
1
Understand the Concept of Customization
16
1
Understand the Simple Mechanics of Internet Marketing
17
1
Identify and Evaluate Your Favorite Web Site
18
7
Test Your Thinking
25
2
Internet Marketing: Planning, Targeting & Evolving
27
34
The Importance of Planning an Internet Marketing Effort
29
13
The Importance of Planning
34
1
Utilizing the Five Ws and One Big H in Web Communication
35
7
Defining Audiences and Targeting Information on the Web
42
9
Understand the Concept of Defining an Audience
44
1
Understand the Targeting of Your Favorite Web Site
44
1
Understand How Targeting Is Used on the Web
44
7
The Evolution of Internet Marketing Efforts
51
10
Understanding the Evolution of Internet Marketing Efforts
54
5
Test Your Thinking
59
2
Developing and Integrating Internet Communication Strategy
61
52
Four Forces Affecting Web Communication
63
11
Determining Strategy/Vision, Needs/Use, Tactics, and Economics
65
1
The Business Application of These Four Issues
66
8
Expense Justification and Return on Investment
74
15
Understand the Cost of Communication
79
1
Assign Value to Communication
79
1
Understand Fixed Versus Variable Costs in Traditional and Internet Communication
80
1
Justify Internet Communication Based on Delivery Costs and Value
80
1
Assign Costs to Traditional Media
80
1
Justifying Internet Communication Based on Replacing Current Communication Efforts
81
8
Addressing Internal Issues in a Basic Strategic Internet Communications Plan
89
12
Assessing and Strategizing for Your Organization
92
1
Assess and Strategize Existing Internal and Competitive Use of the Internet
92
1
Assess and Strategize Internal Staffing and Capabilities
93
1
Assess and Strategize Enhancing Functional Processes Using Internet Communication
93
8
Addressing External Issues in a Basic Strategic Internet Communications Plan
101
12
Assess the Strategies of External Parties
104
1
Involve E-Commerce Vendors
105
7
Test Your Thinking
112
1
Web Site Architecture
113
68
Using Mapping to Build Presentations
115
14
Describing Movements in the Physical World
116
1
Mapping in the Physical World
117
2
Provide Directions on the Internet
119
1
Map a Web Site Visit
119
10
Determining and Mapping Information Exchanges and Presentations
129
20
Catalog Current Successful Communications
130
1
Map Current Communications
131
6
Converting Traditional Information Exchanges to Internet Exchanges
137
12
Building Presentations Using Story Boards
149
32
Putting Audience Objectives First
151
1
Create Story Boards
151
2
Using Story Boards for Internet Presentation Architecture
153
26
Test Your Thinking
179
2
Creative Strategies
181
38
Identifying Creative Concepts
183
12
Understand Look, Feel, and the Big Idea
185
1
Identifying Audience Appeal and Engagement
186
1
Identifying Branding Activities
187
8
Creative Evaluation
195
7
Identify Text Usage in Creative Strategy
196
1
Assess Visuals in Creative Strategy
197
5
Creative Development
202
10
Brainstorm the Evaluation of a Product or Organization
205
1
Brainstorm the Targeted Audience Solutions
205
1
Build Connections and Visualization
205
1
Repurpose Information
206
1
Understand the Importance of Copywriting
206
6
A WWW Critique Model
212
7
Rating a Good, Ugly, and Bad Web Site
213
4
Test Your Thinking
217
2
Promotion and Measurement
219
34
Promoting Internet Communication Efforts
221
22
Understand Traditional Media Promotion
227
1
Understand Search Engine Positioning
227
1
Understand Directory Listings
228
1
Understand Banners and Buying Links
229
1
Understand Relationship Links
229
14
Measuring Internet Communication Activities
243
10
Understand Web Site Usage Reporting
245
1
Understand Cookies that Compile
246
1
Profiling People
246
6
Test Your Thinking
252
1
Internet Marketing: Legal Issues
253
42
Establishing and Documenting Agreements in a Contract
255
14
Describe the Three Basic Elements of a Contract
263
1
Evaluate a Contract
264
5
Developing Web Content
269
26
Copyright and Trademarks
283
1
The Five Basic Sources of Web Content
284
2
Safe Outbound Linking Strategies
286
1
Advertising on the Internet
286
8
Test Your Thinking
294
1
PART II---EXPLORING WEB MARKETING AND PROJECT MANAGEMENT
Project Life Cycle Basics
295
48
Goals of Successful Project Management
297
6
Identify Client Goals
299
1
Identify Contractor Goals
299
4
Comparing Project Management in Various Industries
303
8
Compare Web Project Management to Construction Project Management
304
2
Compare Web Project Management to Software Development Project Management
306
5
Project Tasks
311
14
Identify Creative Tasks
312
2
Identify Technical Tasks
314
2
Identify Administrative Tasks
316
1
Identify Marketing Tasks
317
8
Project Life Cycle Formats
325
18
Understand the Flow of Project Events
327
5
Identify the Team Members Involved with Each Project Phase
332
9
Test Your Thinking
341
2
The Project Team
343
30
The Definition the Project Team
345
9
Define the Writing Process
347
1
Define the Artistic Process
347
1
Define the Engineering Process
348
1
Define the Marketing Process
348
1
Determine How Divergent Processes Interface
349
5
Team Dynamics
354
19
Test Your Thinking
372
1
Project Bids, Contracts, and Specifications
373
80
Project Bids
376
26
Qualify the Client
379
4
Create a Client Questionnaire
383
3
Determine Client Organization
386
3
Write a Project Profile
389
3
Determine a Flat versus Time/Materials Bid
392
10
Contracts
402
19
Identify Project Pitfalls
403
4
Create a Work Order
407
3
Evaluate a Sample Contract
410
11
Project Specifications
421
32
Establish Web Site Hierarchy
436
3
Write a Project Description
439
1
Identify a Project Budget and Schedule
440
11
Test Your Thinking
451
2
Creative Development
453
48
Content Identification
456
15
Conduct a Client Creative Interview
457
3
Establish Branding
460
2
Identify the Main Ideas
462
2
Storyboard the Web Site
464
7
Graphic Design
471
17
Write a Creative Brief
473
3
Invite Feedback
476
2
Identify Site Look and Feel
478
2
Create Finalized Graphics
480
8
Writing and Editing
488
13
Oversee Writing
489
2
Oversee Editing
491
3
Oversee Proofing
494
5
Test Your Thinking
499
2
Technical Development
501
72
Hardware/Software Requirements
504
18
Identify Server Requirements
506
3
Identify Connectivity Requirements
509
2
Identify Operating System
511
2
Identify Middleware Requirements
513
2
Identify User Requirements
515
7
Technical Brief
522
20
Write Programming Plan
530
2
Write Test Plan
532
2
Invite Client Feedback
534
8
Programming and Testing
542
31
Oversee Coding
563
3
Oversee Testing
566
6
Test Your Thinking
572
1
Launch/Post Launch Activities
573
40
Web Marketing Strategy
574
16
Define Marketing Communications Objectives and a Promotional Mix
579
2
Promote a Web Site with an Existing Promotional Mix
581
2
Identify Marketing and Promotional Opportunities on the Web
583
7
Documentation/Training
590
11
Supply Site Administration Documentation
591
3
Provide Training
594
2
Develop a Maintenance Agreement
596
5
Internal Audit
601
12
Test Your Thinking
612
1
Web Firm Start Ups
613
50
Evaluating Financing
617
10
Analyze Current Resources
618
3
Determine Need for Outside Investors
621
6
Marketing
627
14
Utilize Networking Opportunities
629
3
Develop Strategic Partnerships
632
2
Analyze Advertising Options
634
7
Work Flow
641
10
Keep Business Coming In
643
2
Determine Personnel Requirements
645
6
Reputation
651
12
Charge Clients Fairly
652
2
Underpromise and Overdeliver
654
3
Understand the Value of Firm Reputation
657
5
Test Your Thinking
662
1
Appendix Answers to Self-Review Questions
663
12
Index
675