Books

Essential Business Tactics for the Net (Mecklermedia)
by Larry Chase

This book gives businesspeople the know-how they need to do business on the Net. Author Larry Chase divides the book into two parts: one for using the Net within your business and the other for marketing it on the Net. Chase shares his extensive experience, offering solid advice to help even a novice approach the Net with savvy.

In short order, Chase shows you how to integrate the Net into your business, using Net services to cut costs and get information fast. He displays dozens of ways to reduce overhead, from sending faxes over the Net to distributing documents by e-mail instead of print. An excellent chapter lists the finer points of using the Net to locate and recruit employees. The book also features the best ways to make use of the Net's information gold mine, including how to gather corporate intelligence on your competitors. The author thoughtfully presents ways to keep yourself anonymous while looking at the competition.

It becomes clear that the author is a seasoned professional when he describes how to bring your business to the Web and how to market it. He advises you to avoid the temptation of spam and to keep the splashy graphics on your Web pages to a minimum. He also addresses sales support, public relations, selling retail, promotions, and more. The book ends with a dozen useful closing tips. --Elizabeth Lewis

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