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Web Marketing for Small

& Home-Based Businesses:

How to Advertise and Sell

Your Products Online


By: Incorporated


This book shows you how to advertise and sell your products or services on the Web. Learn the basics of Web marketing and some of the challenges facing online merchants. Find out how to use the Web for your market research and how to prepare your Web marketing plan.

Learn about the importance of selecting a suitable domain name and what's involved with Web hosting. Take a look at Web authoring software and then find out how to make your site user-friendly. Read about some of the software that is available for conducting e-commerce.

Find out about search engines and how to improve your ranking with them in the chapter on search engine optimization. Take a look at the effectiveness of banner ads, pop-up ads, Web rings and the importance of links to other sites.

Learn how to keep the name of your business in front of your customers with permission-based e-mail and e-newsletters. Find out the significance of viral marketing and the importance of referrals and affiliate programs.

Look at ways to use traditional marketing to drive traffic to your site. Then, take a look into the future and new marketing strategies using Internet telephony, streaming audio and video.

Web marketing is a great way to expand your business. This book will provide you with all the information you need to get started.





    The Importance of the Web from a Marketing Viewpoint

    Why Bandwidth is so Important

    The Telco's "Pipe"

    The Cableco's "Pipe"

    Fibre Optic Cable

    The "Pipe" from Space: Broad Bandwidth from Low Orbit Satellites

    The Wireless "Pipe" of Broadband Radio

    The "Pipe" of Electric Utility Companies

    Which Pipe Will Become the Preferred Pipe for Internet Access?

    The Importance of Broadband from a Marketing Viewpoint

    Broadband as a Global Marketing Medium


Chapter 1 - What do We Mean by Web Marketing?

    The Basic Elements of Web Marketing

    The Marketing of Product


Chapter 2 - Using the Web for Market Research and Product Pricing

    The Internet as a Source of Information

    Search Engines

    Narrowing Down the Search

    An Example of a Search

    Web Sources of Marketing Information

    The Use of Copernic

    The Web Advantage


    A Word of Caution About Pricing on the Web


Chapter 3 - Planning for Web Marketing

    Get to Know the Competition!

    The Marketing Strategy

    Methods of Distribution

    Non-Web Based Marketing

    Packaging and Merchandising


    Advertising and Lead Generation

    Premiums and Incentives

    The Marketing Plan


Chapter 4 - Domain Names and Web Hosting

    Selecting a Domain Name

    Domain Name Extensions

    Web Hosting


Chapter 5 - Web Authoring Software

    Creating Your Own Web Site

    Static vs. Dynamic

    Microsoft FrontPage®

    Macromedia Dreamweaver® UltraDev™ & Studio MX

    Adobe GoLive™


Chapter 6 - E-Commerce

    What Do We Mean by E-Commerce?

    Methods of Payment

    International Currencies

    Security of Transaction



    Main Types of E-Commerce Software

    The Shopping Cart

    The Checkout


Chapter 7 - Make Your Web Site User-Friendly

    Browser Compatibility & Screen Resolution

    Home & Tagline

    Load Times

    Copy, Copyright, Spelling, Layout & Colour

    Multimedia & Splash Pages

    The "3-Click Rule"

    Where am I? Site Map and Site Search Tools

    Bookmarks, Get Them to Return - "Sticky Sites"

    Referrals & Testimonials

    Incorporate a Survey

    Contact Info

    Frequently Asked Questions (FAQ)

    Check for Broken Internal Links



Chapter 8 - Search Engine Optimization (SEO)

    Search Engines

    Search Engine Ranking

    Spiders & Crawlers, Meta Tags, Title Tags & Key Words

    Key Word Ranking

    Organic Search, Paid Submissions and Paid Inclusions

    Sponsored Search & Paid Placement Pay-per-Click (PPC)

    Advertising plus Auction Networks

    Cost-per-Order (CPO) & Return on Advertising Spending (ROAS)

    Submissions to Search Engines

    Definition of Search Engine Optimization (SEO)

    The Future for Search Engines


Chapter 9 - Banner Ads, Pop-Up Ads, Web Rings & Links to Other Sites

    Links to Other Sites

    Promote your Site with Web Rings

    Banner Ads

    Pop-Up Ads


Chapter 10 - E-Mail and E-Newsletters

    E-Mail as a Direct Marketing Tool

    Spam vs. Opt-in-Mailing with Clickable Links to Your Site


    The List, Database Marketing & the Issues of Customer Privacy

    Apply Some of the Same Principles Used in Direct Snail Mail Marketing

    Testing & Tracking Your Results


Chapter 11 - Viral Marketing & Affiliate Programs

    What is Viral Marketing?

    What is an Affiliate Program?


Chapter 12 - Offline Advertising & Promotion

    Integrate Your Online & Offline Advertising and Promotion


Chapter 13 - The Future of Web Marketing

    The Web as a Powerful Marketing Tool


Web Marketing for Small & Home-Based Businesses: How to Advertise and Sell Your Products Online by: Incorporated; 132 pages, ISBN 978-1-55270-119-5 softcover, published in 2002; Canadian: $24.95. 


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