Contents -- Acknowledgments -- Introduction -- 1 Developing a Marketing Strategy for Your Online Business -- Building a Successful Marketing Strategy in Four Steps -- Step #1: Who Are Your Customers Going to Be? -- Step #2: Why Are These People Going to Buy from You? -- Step #3: What Should You Be Selling on eBay? -- Step #4: How Will You Get Your Message Across to Your Customers? -- 2 Building a Market-Friendly eBay Presence -- Creating an Experience for Your Buyers -- Your eBay User ID and Store ID -- Your About Me and My World Pages -- Elements of an Attention-Getting Listing -- Building Your Brand in Five Easy Steps -- eBay Listing Upgrades -- Using Your eBay Store Custom Pages to Generate Search Engine Traffic -- Do You Need More Than One Store? -- 3 Using eBay to Market Your Products -- eBay's Policies and How They Affect Your Online Marketing Activities -- What People Look For When They Surf the Web -- Marketing Tools Inside the eBay Store -- Creating Buzz in the eBay Community -- Marketing by Doing Good -- Keys to Scoring That Online Sale -- Small Details That Build Loyalty -- Marketing Doesn't Stop Once You Make the Sale -- 4 Online Marketing Strategies and Tools -- Two Fundamental Marketing Rules to Remember at All Times -- What Internet Marketing Is (and Isn't) All About -- Search Engine Optimization -- E-Mail Newsletters -- Blogs -- How to Squidoo -- Podcasts -- Videocasts -- Social Networking -- Making the Most of Web 2.0 -- Should You Be on the Cutting Edge of Web Commerce? -- Track What's Working and What Isn't -- 5 Offline Marketing Strategies and Tools -- When the Best Way to Market an Online Business Is Offline -- Press Releases -- Newspaper, Magazine, and Print Advertising -- Radio, Television, and Billboards -- The Marketing Power of Adult Education -- Guerrilla Marketing.

Everything Your Customer Sees Is a Marketing Opportunity -- 6 Developing an E-Commerce Empire -- Building Synergy Among Multiple Marketing Channels -- Make Your Website the Center of It All -- Reaching Out with Yahoo!, Amazon, and Other E-Commerce Platforms -- Tips on Linking It All Together -- Ubiquity Is the Ultimate Marketing Goal -- Appendix A: Marketing Resources for eBay Sellers -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Y -- Z.