This guide shows readers the basics of how to make themselves, or their business, known on the Internet. It helps readers evaluate what types of online marketing best matches their goals, then demonstrates how to implement a successful online campaign. The book covers the basics of having an effective Web page with the emphasis on the marketing message, while providing just enough technology information to empower the reader. Topics such as direct e-mail marketing, online community, budgets, online services (AOL, CompuServe), demographic analysis, chat groups and more are addressed. Special discussion is given to co-marketing opportunities on the Internet, how to increase first-time and repeat Web site traffic and how to best attract attention online. The accompanying CD-ROM includes tools for measuring the effectiveness of online advertising, ranking target markets and managing contacts.