Roger C. Parker's Relationship Marketing on the Internet, simplified CRM, customer relationship management.


	At a glance... A practical alternative to a complex topic Table of Contents Who should buy this book? Bonus benefits What others have said about this book

This book shows how to use your web site to create long term customer relationships and increased referrals

Relationship Marketing and web site personalization are hot topics right now, but the sad truth is that most schemes are impractically complex and expensive to implement. Most books on the subject are aimed at giant corporations who can afford half-million dollar web site development costs.

A practical approach
The Streetwise Guide to Relationship Marketing on the Internet explains how even the smallest firms and associations can create customers for life using a simple five-stage Customer Development Cycle.

The Streetwise Guide to Relationship Marketing on the Internet describes how to identify, develop and distribute the information your web site needs to succeed. It also describes how to create the incentives necessary to capture your web site visitor's e-mail address and drive customers along the Customer Development Cycle.

Table of Contents

Section I: An Introduction to Business on the Web

Chapter 1: The Web and the Future of Your Business

Chapter 2: Trends and Technologies

Chapter 3: Types of Web Sites and Why Most Fail

Section II: Five Steps to a Successful Relationship Marketing Initiative

Chapter 4: Introducing the Five-Stage Relationship Marketing Program
Chapter 5: Step One: Getting Acquainted at the Introduction Stage
Chapter 6: Step Two: Communicating Your Competitive Advantage
Chapter 7: Step Three: Converting Prospects to Customers
Chapter 8: Step Four: Creating Customers for Life
Chapter 9: Step Five: Getting Your Customers to Do Your Marketing for You

Section III: Building a Relationship-Oriented Web Site

Chapter 10: Establishing Realistic Expectations
Chapter 11: Determining Your Market's Information Needs
Chapter 12: Creating Scenarios to Identify Your Market's Information Needs
Chapter 13: Developing an E-mail Strategy for Your Web Site
Chapter 14: Promoting Your Web Site
Chapter 15: Optimizing Your Web Site's Performance
Chapter 16: The Least You Need to Know about Design and Still Succeed
Chapter 17: Results and New Opportunities: A Month-by-Month Outline for Transforming Your Business

Appendices:
Case Studies
Glossary
Bibliography
Index

Who should buy this book?
The Streetwise Guide to Relationship Marketing on the Internet is the perfect resource for business owners, marketing managers and association executives with responsibility for creating and updating their firm or organization's web site.

The Streetwise Guide to Relationship Marketing on the Internet is also recommended for use as supplementary reading in college and university web design courses (which often neglect content issues) as well as business school courses on web marketing.

Bonus offers
The Worksheets section of this web site contains numerous free downloadable versions of the information development worksheets needed to identify the deliver the information appropriate for each of the five stages of the Customer Development Cycle.

For ease of use, these worksheets are available as web pages as well as downloadable .PDF files and Word .DOC files.

What others have said
Parker lays out a straightforward strategic framework that demonstrates the value of keeping and growing customers online. This important work will help keep us all on track.

-- Don Peppers and Martha Rogers, Ph.D.
Partners, Peppers and Rogers Group

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Roger C. Parker's NewEntrepreneur.com
PO Box 697, Dover, NH USA 03821
Phone: 603-742-9673
Fax: 603-742-1944
E-mail: Roger@NewEntrepreneur.com

Entire contents Copyright 2000 Roger C. Parker
Unauthorized reproduction without express written permission is prohibited except as noted.