Contents at
a Glance Introduction
Part I: Launching Your Online Business
......................... 9
Chapter 1: New Tools and Strategies for Your Online
Business................................ 11
Chapter 2: Opening Your Online Business
................................................................... 31
Chapter 3: Choosing and Equipping Your New
E-Business........................................ 57
Chapter 4: Selecting Your E-Commerce Host and Design
Tools................................ 79
Part II: Creating a Business Website
......................... 107
Chapter 5: Organizing Your Business Presence and Attracting
Customers .......... 109
Chapter 6: Making Shopping Easy on Your E-Commerce
Site.................................. 147
Chapter 7: Accepting
Payments...................................................................................
173
Chapter 8: Communicating with Customers and Building Loyalty
......................... 197
Chapter 9: Sourcing Worldwide for Your
Business................................................... 219
Part III: Social Networking and Marketing ................
233
Chapter 10: Advertising and Publicity: The Basics
................................................... 235
Chapter 11: Search Engine Optimization
.................................................................... 257
Chapter 12: Location, Location, Location Marketing
................................................ 283
Chapter 13: Social Marketing: Facebook, Pinterest, Twitter,
and Blogs................. 299
Part IV: Expanding Beyond Your Website...................
313
Chapter 14: Selling on Amazon.com and
eBay........................................................... 315
Chapter 15: Moving to Specialty Marketplaces
......................................................... 347
Chapter 16: Managing and Growing Your Online
Business...................................... 365
Part V: Keeping Your
Business Legal and Fiscally Responsible
.......................................... 379
Chapter 17: Keeping It All Legal
...................................................................................
381
Chapter 18: Online Business Accounting
Tools......................................................... 397
Part VI: The Part of Tens
.......................................... 413
Chapter 19: Ten Ways to Reach Mobile Shoppers ....................................................
415
Chapter 20: Ten Ways to Develop a Platform
............................................................ 421
Index
...................................................................... 427
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