Details

<p>Introduction 1</p> <p><b>Book 1: Start-Up Essentials 5</b></p> <p>Chapter 1: Starting from Scratch 7</p> <p>Chapter 2: Turning Ideas into a Viable Internet Business 17</p> <p>Chapter 3: Getting Real: Creating a Usable Business Plan 31</p> <p>Chapter 4: Funding Your Online Business 39</p> <p>Chapter 5: Creating Policies to Protect Your Website and Customers 57</p> <p>Chapter 6: Setting Up Shop: What You Need for Online Efficiency 67</p> <p><b>Book 2: Legal and Accounting 83</b></p> <p>Chapter 1: Minding the Law 85</p> <p>Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations 95</p> <p>Chapter 3: The Trademark-and-Copyright Two-Step 105</p> <p>Chapter 4: Accounting for Taxes (and Then Some) 113</p> <p><b>Book 3: Website Functionality and Aesthetics 135</b></p> <p>Chapter 1: What’s in a (Domain) Name? 137</p> <p>Chapter 2: Designing for User Experience 151</p> <p>Chapter 3: Building a Site Without Spending a Fortune 169</p> <p>Chapter 4: Serving Up Your Site 189</p> <p>Chapter 5: Developing Content That Satisfies Visitors and Search Engines 199</p> <p>Chapter 6: Going Beyond Beta and Launching Your Site 213</p> <p><b>Book 4: Online and Operating 223</b></p> <p>Chapter 1: Determining Your Revenue Model 225</p> <p>Chapter 2: Making Money with Affiliate Programs 245</p> <p>Chapter 3: Turning Information into Profit: From E-Books to Webinars 257</p> <p>Chapter 4: Paying with the Right Payment Options 269</p> <p>Chapter 5: Putting the (Shopping) Cart before the Horse 281</p> <p>Chapter 6: Taking Inventory 295</p> <p>Chapter 7: Fulfilling Expectations and Orders 305</p> <p><b>Book 5: Managing Security Risks 325</b></p> <p>Chapter 1: Understanding Security and Your Risks 327</p> <p>Chapter 2: Developing a Plan: Security and Business Continuity 337</p> <p>Chapter 3: Spotting and Thwarting Hackers and Net-Thieves 351</p> <p>Chapter 4: Locking Down Your Site and Your Business 369</p> <p><b>Book 6: Online Marketing Basics 377</b></p> <p>Chapter 1: Jump-Starting Traffic and Driving Sales 379</p> <p>Chapter 2: Your Own Public Relations for the Web 397</p> <p>Chapter 3: Web Marketing at Work 411</p> <p>Chapter 4: Converting Browsers to Buyers 435</p> <p>Chapter 5: Analyzing and Monitoring Your Customers 451</p> <p>Chapter 6: Mastering Search Engines, Optimization, and Rankings 473</p> <p><b>Book 7: Retail to E-Tail 493</b></p> <p>Chapter 1: Expanding Online to Keep and Grow Customers 495</p> <p>Chapter 2: Managing the Differences between In-Store and Online Commerce 513</p> <p>Chapter 3: Window Dressing for the Online Display 525</p> <p>Chapter 4: Revving Up with Mobile Marketing, Social Media, and More 535</p> <p>Chapter 5: Troubleshooting the Transition to Online Retail 553</p> <p><b>Book 8: E-Commerce Fundamentals 565</b></p> <p>Chapter 1: Starting Up with E-Commerce Functionality 567</p> <p>Chapter 2: Mastering the Amazon 577</p> <p>Chapter 3: Web-ify Your Store with Shopify 589</p> <p>Chapter 4: Making eBay THE Way 607</p> <p>Chapter 5: Posting Pictures for Profit 625</p> <p><b>Book 9: E-Business for Nonprofits 645</b></p> <p>Chapter 1: Raining Donations: Fundamentals for Online Giving 647</p> <p>Chapter 2: Adding Online Moneymakers to an Existing Site 657</p> <p>Chapter 3: Growing an Active Donor Base: Your Virtual Community 673</p> <p>Chapter 4: Identifying Online Marketing Strategies That Fit the Cause 683</p> <p>Chapter 5: Legal Considerations for Nonprofit Organizations 693</p> <p><b>Book 10: E-Commerce Trends and Market Opportunities 701</b></p> <p>Chapter 1: Discovering Niche Markets 703</p> <p>Chapter 2: Building Business via Social Commerce 709</p> <p>Chapter 3: Evaluating the SaaS Model: Selling Software and Apps 729</p> <p>Chapter 4: Generating Opportunities through the Generations: Millennials, Boomers, and Beyond 741</p> <p><b>Book 11: E-Commerce Advanced 759</b></p> <p>Chapter 1: Mapping the Digital Buyer’s Journey 761</p> <p>Chapter 2: Getting Personal with Content Marketing 771</p> <p>Chapter 3: Listening to the Voice of the Customer 789</p> <p>Chapter 4: Overhauling an Aging Online Business 805</p> <p>Chapter 5: Expanding Products to Increase Stagnant Sales 819</p> <p>Chapter 6: Transitioning a Small Site into Big Business 829</p> <p>Index 845</p>

<p><b>Shannon Belew</b> is a nationally recognized digital marketing strategist, speaker and consultant for B2B brands, and leads an engagement marketing team for a global infrastructure software company.</p> <p><b>Joel Elad</b> is the head of Real Method Consulting, where he provides consulting and advice for e-commerce companies and entrepreneurs.

<p><b>Make your online business dream a reality! </b></p> The updated edition covers all the basics—creating your site, offering products in an online store, and keeping accurate books. It also addresses more complex issues, including navigating primary legal, accounting, and security challenges. Use this resource to find your market niche, build your business and marketing plan, and decide on the right revenue model. It’s time to make your big dream happen with the help of this book. Begin setting up shop today! <p><b>11 Books Inside…</b> <lu><b><li>Start-Up Essentials</li> <li>Legal and Accounting</li> <li>Website Functionality and Aesthetics</li> <li>Online and Operating</li> <li>Managing Security Risks</li> <li>Online Marketing Basics</li> <li>Retail to E-Tail</li> <li>E-Commerce Fundamentals</li> <li>E-Business for Nonprofits</li> <li>E-Commerce Trends and Market Opportunities</li> <li>E-Commerce Advanced</li></b></lu>

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