The Online Rules of Successful Companies. The Fool-Proof Guide to Building Profits 

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• 1. Main Page

• 2. Table of content

• 3. Copyright

  Copyright Credits Dedication

• 4. Praise for The Online Rules

  Praise for The Online Rules

• 5. FINANCIAL TIMES Prentice Hall

  FINANCIAL TIMES Prentice Hall

• 6. Financial Times Prentice Hall Books

  Financial Times Prentice Hall Books

• 7. Foreword

  Foreword

• 8. Introduction

  Introduction

• 9. Every Game Has Rules

  Every Game Has Rules

• 10. Learn From the Past

  Learn From the Past

• 11. Chapter One. What Makes the Internet So Powerful?

  Chapter One. What Makes the Internet So Powerful?

• 12. Examples of Successful, Tightly Focused Web Sites

  Examples of Successful Tightly Focused Web Sites

• 13. A Web Site Is Not a Business

  A Web Site Is Not a Business

• 14. The Difference between an Online Business and an Online Hobby

  The Difference between an Online Business and an Online Hobby

• 15. Chapter Two. Building a Web Site that Works

  Chapter Two. Building a Web Site that Works

• 16. Avoiding the Worst Mistakes

  Avoiding the Worst Mistakes

• 17. Information Layering

  Information Layering

• 18. Basic Web Design Usability Rules

  Basic Web Design Usability Rules

• 19. When In Doubt, Steal

  When In Doubt Steal

• 20. Selecting Web Designers

  Hiring Programmers for Your Web Site Selecting Web Designers

• 21. Dealing with Hired Web Designers

  Dealing with Hired Web Designers

• 22. Maintaining Site Focus

  Maintaining Site Focus

• 23. Chapter Three. Profitable Ecommerce

  Chapter Three. Profitable Ecommerce

• 24. Sell without Shame

  Sell without Shame

• 25. Get to the Point Right Away

  Get to the Point Right Away

• 26. Clear Product Descriptions Are Essential

  Clear Product Descriptions Are Essential

• 27. Site Navigation for Ecommerce

  Site Navigation for Ecommerce

• 28. Information Layering Accommodates Almost All Shoppers

  Information Layering Accommodates Almost All Shoppers

• 29. Database-Driven vs. Static HTML Sites

  Database-Driven vs. Static HTML Sites

• 30. The Myth of the Abandoned Shopping Cart

  The Myth of the Abandoned Shopping Cart

• 31. Tell Your Customers Who and Where You Are

  Tell Your Customers Who and Where You Are

• 32. Answer Your Email and Your Phone

  Answer Your Email and Your Phone

• 33. Do You Really Need Ecommerce?

  Do You Really Need Ecommerce?

• 34. Chapter Four. Promotional Web Sites for Offline Businesses

  Chapter Four. Promotional Web Sites for Offline Businesses

• 35. Location, Location, Location

  Like Everything Else Simplicity Has Its Limits Location Location Location

• 36. Are You Going to Answer Email?

  Are You Going to Answer Email?

• 37. Start Small, then Grow

  Start Small then Grow

• 38. Make Sure You Own Your Name

  Never Forget to Pay Your Domain Name Bill Make Sure You Own Your Name

• 39. Adding Prices and Other Content

  Adding Prices and Other Content

• 40. Avoid Web Obsession

  Avoid Web Obsession

• 41. Put Yourself in Your Customer s Shoes

  Put Yourself in Your Customer s Shoes

• 42. Giving Your Web Site Visitors What They Want

  Giving Your Web Site Visitors What They Want

• 43. The Last Word: Stick to Business

  The Last Word: Stick to Business

• 44. Chapter Five. News and Discussion Web Sites

  Chapter Five. News and Discussion Web Sites The Free User-Generated Content Myth

• 45. The Economic Realities of Online Advertising

  The Economic Realities of Online Advertising

• 46. Tech News as a Natural for the Web

  Tech News as a Natural for the Web

• 47. You Are Not C Net

  The Genesis of NewsForge You Are Not C Net

• 48. Beyond Tech News: General Media Online

  Beyond Tech News: General Media Online

• 49. Moving Offline News Online

  Moving Offline News Online

• 50. The Standalone News Site

  The Standalone News Site

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