The Marketing Plan: How to Prepare and Implement It

By William M. Luther | Go to book overview

16 The Internet Plan

In North America alone, over 250 million people connect to the Internet every day; globally, that figure is closer to 2 billion— and climbing. In order to compete in an economy that has become increasingly connected globally, effective use of the Internet and its various technological tools to market, advertise, and promote products and services is a necessity whether you're IBM, McDonald's, or a small local business—ready or not. In this chapter we cover the following: search engine optimization (SEO), pay per click (PPC), banner and pop-up ads, smartphones apps, and social media. SEO is particularly important because, unless you use outside media to promote your Internet site, you will only be [seen] if the search engines register your keywords. We show you how to optimize your keywords and offer a list of websites that will help you select the best ones for your business.

There are four basic types of websites—promotional, content-based, customer service, and transactional (i.e., sales)— but increasingly websites combine elements of each of the four basic websites into their websites. For example, on Verizon Wireless's website, you'll come across promotional information

-237-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
The Marketing Plan: How to Prepare and Implement It
Table of contents

Table of contents

  • Title Page iii
  • Contents ix
  • Acknowledgments xi
  • Introduction 1
  • 1 - The Planning Process 9
  • 2 - Marketing Management 21
  • 3 - Market Analysis 27
  • 4 - Customer Analysis 55
  • 5 - Brand Development 67
  • 6 - The Product/Service Plan 73
  • 7 - Calculating Your Marketing Communications Budget 101
  • 8 - Competitive Analysis 109
  • 9 - The Advertising Plan 117
  • 10 - The Sales Promotion Plan 139
  • 11 - The Public Relations Plan 153
  • 12 - The Sales Plan- Pricing 163
  • 13 - The Sales Plan- Future Sales 175
  • 14 - The Customer Service Plan 197
  • 15 - Maximizing High-Potential Accounts 203
  • 16 - The Internet Plan 237
  • 17 - The Research Plan 249
  • 18 - Pulling the Plan Together 257
  • Appendix A - Marketing Plan Basics 263
  • Appendix B - Everything You Need to Know about Working with An Advertising Agency 275
  • Index 285
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen
/ 292

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.