arrowPart I:
Marketing
Basics

4 Ps
Markets
Consumer Decisions
Diffusion
Marketing Mix
Relationship Marketing
Hunters & Browsers
USP
Push vs. Pull
Reach & Frequency

Part II:
Should your
Business
be Online?

Customers Online?
Competitors Online?
Cost?
Benefits?
Risks?

Part III:
Marketing
Blunders
to Avoid

Netiquette
Legal Blunders
Distribution and Pricing
Graphics and Design
10 Blunders to Avoid

Part IV:
How to
Do It

Bare Bones Marketing
Getting Noticed
Call to Action
Repeat Traffic

Relationship Marketing

Traditional marketing explains things in terms of product and markets. New-wave marketing focuses on relationships, and the Internet capitalizes on this. In relationship marketing, a big factor in why people buy goods or services is because they develop personal relationships with a vendor.

Part of this is just good customer service: if I buy from you I know you will take care of me if I have questions or things go wrong. But it's more. Here's an example:

dotRealworld bookstores host reading groups, bringing groups of people into the store monthly or weekly, where they will form friendships and buy books. Online bookstores solicit online reviews from visitors, and perhaps host discussion groups for different genres.

arrowNext Section: Hunters and Browsers

Susan Ives
Square 1 Internet
suives@texas.net
(210) 694-4582
FAX (210) 694-IVES
Bill McGaw
iWay Solutions
bill@iwaysolutions.com
phone: (210) 696-9800
FAX: (210 696-4900