Online Business All-In-One for DUMmIES.pdf

Online Business

ALL-IN-ONE

FOR

DUMmIES

‰

By Colin Barrow, Paul Barrow, Gregory Brooks,

Ben Carter, Frank Catalano, Marsha Collier,

Peter Economy, Lita Epstein, Alexander Hiam,

Greg Holden, Jane Hoskyn, Bob Nelson,

Steven D. Peterson, Richard Pettinger,

Bud E. Smith, Craig Smith, and Paul Tiffany

Edited by Dan Matthews

Online Business All-in-One For Dummies ®

Published by

John Wiley & Sons, Ltd

The Atrium

Southern Gate

Chichester

West Sussex

PO19 8SQ

England

E-mail (for orders and customer service enquires): cs-books@wiley.co.uk

Visit our Home Page on www.wiley.com

Published by John Wiley & Sons, Ltd, Chichester, West Sussex

mitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or other-

wise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a

licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, W1T 4LP, UK,

without the permission in writing of the Publisher. Requests to the Publisher for permission should be

addressed to the Permissions Department, John Wiley & Sons, Ltd, The Atrium, Southern Gate, Chichester,

West Sussex, PO19 8SQ, England, or emailed to permreq@wiley.co.uk, or faxed to (44) 1243 770620.

Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the

Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade

dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United

States and other countries, and may not be used without written permission. All other trademarks are the

property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor

mentioned in this book.

LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY : THE PUBLISHER, THE AUTHOR, AND ANYONE ELSE INVOLVED

IN PREPARING THIS WORK MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR

COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING

WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED

OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY

NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER

IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL

ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER

THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN

ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF

FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION

THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS

SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED

BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.

For general information on our other products and services, please contact our Customer Care

Department within the U.S. at 800-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.

For technical support, please visit www.wiley.com/techsupport.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may

not be available in electronic books.

British Library Cataloguing in Publication Data: A catalogue record for this book is available from the

British Library.

ISBN: 978-0-470-51646-1

Printed and bound in Great Britain by Bell & Bain Ltd, Glasgow

10 9 8 7 6 5 4 3 2 1

About the Authors

Dan Matthews is Online Publisher of Caspian Publishing, which produces

magazines, Web sites, and events for an audience of UK entrepreneurs.

Primarily working on realbusiness.co.uk , Dan writes about stellar busi-

ness success stories as well as up-and-coming start-ups. He was previously

Group Online Editor of Crimson Business Publishing, with responsibility for

sites such as startups.co.uk and growingbusiness.co.uk . He has con-

tributed to a range of business magazines, including being contributing editor

of Real Business Magazine and Growing Business Magazine .

Colin Barrow is Head of the Enterprise Group at Cranfield School of

Management, where he teaches entrepreneurship on the MBA and other pro-

grammes. He is also a visiting professor at business schools in the US, Asia,

France, and Austria. His books on entrepreneurship and small business have

been translated into fifteen languages including Russian and Chinese. He

worked with Microsoft to incorporate the business planning model used in

his teaching programmes into the software programme, Microsoft Business

Planner, now bundled with Office. He is a regular contributor to newspapers,

periodicals and academic journals such as the Financial Times , The Guardian ,

Management Today , and the International Small Business Journal . Thousands

of students have passed through Colin’s start-up and business growth pro-

grammes, raising millions in new capital and going on to run successful and

thriving enterprises. He is a non-executive director of two venture capital

funds, on the board of several small businesses, and serves on a number of

Government Task Forces.

Paul Barrow trained and qualified as a Chartered Accountant with Deloitte &

Touche before obtaining his MBA at Bradford University. As a senior consul-

tant with Ernst & Young he was responsible for managing and delivering qual-

ity consulting assignments. During the mid-1980s, he was Investment Review

Director for a UK venture capital business. In 1998, as Group Finance Director

of Adval Group plc, he was part of the team which took their software com-

pany on to the Alternative Investment Market. Adval specialises in providing

multimedia training – both bespoke and generic. Paul has also been a direc-

tor of several owner-managed businesses, and has started up and sold other

businesses. He currently works with businesses as diverse as software,

turkey farming, and food retailing. Paul is a Visiting Fellow at Cranfield

University where he teaches on the Business Growth Programme. This pro-

gramme is designed specifically for owner managers who want to grow and

improve their businesses. He also teaches at Warwick University and Oxford

Brookes on similar programmes. Paul has written several other business

books: The Business Plan Workbook and Raising Finance (both Kogan

Page/Sunday Times); The Best Laid Business Plans and The Bottom Line (both

Virgin Books). All these books are aimed at owner managers trying to grow

and improve their businesses.

Online Business All-in-One For Dummies

Greg Brooks is a freelance journalist who has written for a number of broad-

casters, newspapers, and magazines including Channel 4, The Guardian ,

Marketing , New Media Age and Marketing Direct . He has also carried out cor-

porate ghostwriting and consultancy duties for a number of blue-chip clients

around the globe. As part of his role as an industry commentator, he has

spoken to organisations such as the BBC about how to communicate with

consumers and journalists using interactive channels.

Ben Carter runs his own digital agency helping famous and not so famous

brands launch marketing initiatives to capitalise on the changing media land-

scape and ever-changing consumer behaviour. Current clients of Ben Carter

& Associates include npower and AOL, and the company has also provided

consultancy services for several major UK-based blue-chip companies. Before

setting up BCA, Ben worked as a business journalist for eight years, covering

the UK’s media and marketing sectors and most recently was News Editor of

Marketing magazine. He has also freelanced for a number of national news-

papers including The Times and The Guardian and is used regularly as a com-

mentator on the booming digital economy by different media, including the

BBC, The Independent , and CNN.

Frank Catalano is a veteran marketing consultant and analyst. He’s the prin-

cipal of Catalano Consulting, a strategic marketing firm advising Internet and

technology companies. His consulting assignments include stints as Managing

Director for PC Data’s Internet Monitoring Division, VP Marketing for McGraw-

Hill Home Interactive, VP Marketing for iCopyright, and VP Marketing for

Apex Computer. He also was a marketing manager for Egghead Software and

for the Apple Programmers and Developers Association. When not consult-

ing, Frank provides tech industry analysis and commentary for KCPQ-TV Fox

Seattle and is the author of the long-running Byte Me columns for Seattle

Weekly and others. His essays and short fiction about technology have

appeared in a wide variety of print and broadcast media, including ClickZ,

Omni, Inside Multimedia, and Analog.

Marsha Collier spends most of her time on eBay. She loves buying and

selling – she’s a PowerSeller – as well as meeting eBay users from around

the world. As a columnist, and author of several best-selling books on eBay,

a television and radio expert, and a lecturer, she shares her knowledge of

eBay with millions of online shoppers. Thousands of eBay fans also read her

monthly newsletter, Cool eBay Tools , to keep up with changes on the site. Out

of college, Marsha worked in fashion advertising for the Miami Herald and

then as special projects manager for the Los Angeles Daily News . She also

founded a home-based advertising and marketing business. Her successful

business, the Collier Company, Inc., was featured in Entrepreneur magazine in

1985, and in 1990, Marsha’s company received the Small Business of the Year

award from her California State Assemblyman and the Northridge Chamber of

Commerce. More than anything, Marsha loves a great deal. That’s what drew

her to eBay in 1996, and that’s what keeps her busy on the site now. She buys

everything from light bulbs to parts for her vintage Corvette to designer

dresses.

About the Authors

vii

Peter Economy is associate editor of Leader to Leader , the award-winning

magazine of the Peter F. Drucker Foundation for Nonprofit Leadership, and

author of numerous books. Peter combines his writing expertise with more

than 15 years of management experience to provide his readers with solid,

hands-on information and advice. He received his bachelor’s degree (with

majors in economics and human biology) from Stanford University and his

MBA at the Edinburgh Business School. Visit Peter at his Web site: www.

petereconomy.com .

Lita Epstein , who earned her MBA from Emory University’s Goizueta Business

School, enjoys helping people develop good financial, investing, and tax plan-

ning skills. While getting her MBS, Lita worked as a teaching assistant for the

financial accounting department and ran the accounting lab. After completing

her MBA, she managed finances for a small nonprofit organization and for

the facilities management section of a large medical clinic. She designs and

teaches online courses on topics such as investing for retirement, getting

ready for tax time, and finance and investing for women. She’s written

more than ten books, including Trading For Dummies (Wiley) and Streetwise

Retirement Planning . Lita was the content director for a financial services Web

site, MostChoice.com , and managed the Web site Investing for Women. As a

Congressional press secretary, Lita gained firsthand knowledge about how to

work within and around the Federal bureaucracy, which gives her great insight

into how government programmes work. In the past, Lita has been a daily

newspaper reporter, magazine editor, and fundraiser for the international

activities of former US President Jimmy Carter through The Carter Center.

Alex Hiam is a consultant, corporate trainer, and public speaker with 20

years of experience in marketing, sales, and corporate communications. He is

the director of Insights, which includes a division called Insights for

Marketing that offers a wide range of services for supporting and training in

sales, customer service, planning, and management. His firm is also active in

developing the next generation of leaders in the workplace through its

Insights for Training & Development. Alex has an MBA in marketing and

strategic planning from the Haas School at U.C. Berkeley and an undergradu-

ate degree from Harvard. He has worked as marketing manager for both

smaller high-tech firms and a Fortune 100 company, and did a stint as a pro-

fessor of marketing at the business school at U. Mass. Amherst. Alex is the

co-author of the best-seller, The Portable MBA in Marketing (Wiley) as well as

The Vest-Pocket CEO and numerous other books and training programs. He

has consulted to a wide range of companies and not-for-profit and govern-

ment agencies, from General Motors and Volvo to HeathEast and the U.S.

Army (a fuller list of clients is posted at www.insightsformarketing.com ).

Alex is also the author of a companion volume to this book, the Marketing Kit

For Dummies (Wiley), which includes more detailed coverage of many of the

hands-on topics involved in creating great advertising, direct mail letters,

Web sites, publicity campaigns, and marketing plans. On the CD that comes

with the Marketing Kit For Dummies , you’ll find forms, checklists, and tem-

plates that may be of use to you. Also, Alex maintains an extensive Web site

of resources that he organised to support the chapters in the book.

Plik z chomika:

Inne pliki z tego folderu:

Inne foldery tego chomika: