... HavingaWebsiteisgreat,butitismeaninglessifnobodyknowsaboutit.Justashavingabrilliantlydesignedproductbrochuredoesyoulittlegoodifitsitsin your sales manager’sdeskdrawer,aWebsitedoesyoulittlegoodif your targetmarketisn’tvisitingit.Itisthegoalofthisbook to helpyoutake your Websiteoutofthedeskdrawer,intothespotlight,andintothehandsof your targetmarket.Youwilllearnhow to formulateanInternet marketing strategyinkeepingwith your objectives, your productsorservices,and your targetmarket.Thischapterprovidesyouwithanoverviewofthisbookandintroducestheimportanceof:xvi ... Your siteshouldincorporatepermission marketing, wherevisitorsareencouraged to giveyoupermission to sendthememail,newsletters,ande-specialsonaregularbasis.Chapter4hasexamplesofways to encour-agevisitors to request to beadded to your emaillist,andChapter12providesallthedetailsonstayingintouchwiththosewhogiveyouthatpermission.• Your siteshouldbedesigned to encouragecustomerloyalty.• ... Your siteshouldbedesigned to encouragerepeattrafc.Chapter3de-scribesmanyoftheserepeat-trafcgeneratorsinmuchmoredetail.• Your siteshouldhaveviral marketing elementsthatencouragevisitors to recommend your productsorservices to others.ThesearediscussedindetailinChapter5.•...