The B2B e-commerce handbook : how to transform your business-to-business global marketing strategy

摘要

List of figures Preface 1. B2B basics Defining B2B B2B statistics and estimates B2B opinions General guidelines A level playing field The B2B future Web marketplaces B2B infomediaries Peer-to-peer B2B and increased productivity B2B2C (and back again) Summary 2. Understanding the new economy Key characteristics Business in context The network effect Business Webs Facing change The information product Pulling power The marketing virus Rebel voices Summary 3. B2B Web design In-house or out-house? A human approach Setting objectives Design etiquette Usability Information, information, information Syndicated content An 'outside in' approach Designing on speed Brochureware Interactivity Text and the Web HTML Managing content Summary 4. Intranets and Extranets Intranets Intranets and marketing Extranets Extra help The Intranet/Extranet difference Slimming supply costs Extranet technology Test the water Summary 5. B2B e-marketplaces E-marketplace benefits E-procurement Marketing via VerticalNet Creating an online marketplace Survival of the fittest Consolidate or die Summary 6. B2B auctions Dynamic pricing Bidding in an online auction Buyer guidelines Selling via an online auction Setting up an auction at your site Secure auctions Reverse auctions Mobile auctions Finding relevant auctions Learning from e-Bay Summary 7. B2B branding Reasons to build a B2B brand The B2B brand misconception Brand building guidelines Brand interaction The networked brand Brand protection The Web site as brand Summary 8. Building business relations Building customer relations Reciprocal links Web rings The new media opportunity The problem with public relations The press release Press release principles Online newswire services Electronic media packs Summary 9. Marketing via search engines HTML and meta-tags Robots and spiders Site submissions Industry search engines Keyword guidelines Search engine directories Search engine advertising Search position software Web positioning firms Checking your rankings Summary 10. B2B advertising B2B banners B2B versus B2C advertising Harsh truths Beyond banners Advertising rates Advertising networks Niche networks Advertising exchange networks Rich media advertising Selling advertising space Summary 11. B2B affiliate marketing Affiliate origins Affiliate benefits The growth of B2B affiliate marketing Setting up an affiliate scheme Pay-per-sale schemes Promoting an affiliate scheme Becoming an affiliate Affiliate directories Affiliate network services Summary 12. B2B e-mail marketing The golden rules of B2B e-mail marketing E-mail discussion lists Contributing to discussion lists Newsletters Newsletter benefits Newsletter guidelines Plain text versus HTML Spam The B2C/B2B overlap Viral marketing Summary 13. The future of B2B B2B on the move: the rise of the mobile Internet The third generation The ASP industry P2P Summary Appendix 1. B2B e-commerce directory Appendix 2. B2B e-commerce dictionary Appendix 3. Recommended reading Index