مشخصات کتاب

''Selling online 2.0: migrating from eBay to Amazon, Craigslist, and your own e-commerce website''

ویرایش:  
نویسندگان: Miller. Michael  
سری:  
ISBN (شابک) : 9780789739742, 0789739747 
ناشر: Que 
سال نشر: 2009 
تعداد صفحات: 358 
زبان: English 
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) 
حجم فایل: 9 مگابایت 

در صورت تبدیل فایل کتاب ''Selling online 2.0: migrating from eBay to Amazon, Craigslist, and your own e-commerce website'' به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.

توجه داشته باشید کتاب "فروش آنلاین 2.0: مهاجرت از eBay به آمازون، Craigslist، و وب سایت تجارت الکترونیک خود" نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.

توضیحاتی درمورد کتاب به خارجی

REMEMBER WHEN eBay USED TO BE A GREAT PLACE FOR SMALL SELLERS TO BECOME BIG SELLERS?Unfortunately, recent changes at eBay have made online auctions less reliable and profitable. So where can you sell when you can't sell on eBay? Online auctions are the past; fixed-price selling is the future. It's time to move beyond eBay and first-generation online selling and start Selling Online 2.0. Second generation online selling means migrating from eBay to other online marketplaces, including craigslist, Amazon, and your own e-commerce website. You'll need to make some new plans, learn some new skills, and change some of the things you do--but you'll find that there's more money to be made on your own than relying on traditional eBay online auction sales. Put together a plan to maintain your sales level and profitability--to counteract eBay's changes
Discover how to shift from auction sales to fixed-priced listings on the eBay marketplace
Find out if running an eBay Store or selling on Half.com makes sense for your business
Learn out how to sell locally on craigslist and other online classifieds sites
Discover how to sell fixed-price merchandise on the Amazon marketplace
Find out how to launch your own e-commerce website--and promote your online store
Learn how to sell products across multiple channels--and manage multichannel conflictsIntroduction1What's in This Book 2 Who Can Use This Book 3 How to Use This Book 3 There's More Online... 4 Making the Move 4I BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS51 The Problem with Online Auctions7What eBayUsedto Be Like... 7 Why Is eBay Abandoning Smaller Sellers? 10 Changes Are Afoot--and You Probably Won't Like Them 12 Emphasizing Fixed-Price Sales over Auction Sales 12 Changes to the Fee Structure 12 Changes to the Payment System 14 Changes to the Feedback System 15 Changes to Search Results 15 eBay's Deal with Buy.com 16 How Do eBay's Changes Affect You? 162 Planning for Selling Success19Planning for Life Beyond eBay Auctions 19 Asking--and Answering--Key Questions 20 What Type of Merchandise Do You Want to Sell? 20 How Much Money Do You Want to Make? 21 How Do You Intend to Manage Your Business? 23 Where Do You Want to Sell? 25 Conceiving a Business Plan 26 Understanding the Components of a Useful Business Plan 28 Mission 29 Opportunity 30 Strategy 30 Organization and Operations 31 Strengths and Weaknesses 31 Financials 31 Writing Your Business Plan 32 Implementing Your Business Plan 33II FIXED-PRICE SELLING ON EBAY353Migrating to Fixed-Price Listings37Why Fixed-Priced Sales Are the Way to Go 37 Comparing Fees 38 Comparing Listing Lengths 40 Factoring in Customer Demand 41 Different Ways to Sell at a Fixed Pric 42 Understanding eBay's Fixed-Price Listings 43 Understanding eBay's Buy It Now Auctions 44 Understanding eBay Stores 46 Understanding Half.com 47 Creating an eBay Fixed-Price Listing 50 Creating an Auction Listing with a Buy It Now Price 51 Managing Fixed-Price Sales 52 Before the Sale: Setting the Price 53 After the Sale: Payment and Shipping 534 Fixed-Price Selling in an eBay Store57What Is an eBay Store? 57 Benefits of Opening Your Own eBay Store 59 Challenges of eBay Store Selling 60 Understanding eBay Store Subscription Levels 61 Understanding Insertion Fees and FVFs 63 How to Open an eBay Store 63 Further Customizing Your eBay Store 67 Managing Your eBay Store 68 Listing Merchandise for Sale in Your eBay Store 70 Handling eBay Store Sales 71 Marking Down Your Merchandise 72 Viewing eBay Store Reports 735 Fixed-Price Selling on Half.com77Getting to Know Half.com 77 Understanding the Half.com Shopping Experience 79 Understanding Half.com Fees 80 Listing on Half.com 81 Pricing Your Half.com Items 83 Calculating Shipping and Handling Charges 84 Managing Half.com Sales 856 Promoting Your Fixed-Price eBay Sales87Promoting Your Fixed-Price Listings on the eBay Site 87 Optimizing Your Listings for eBay Search 88 Linking from Other Sites to Your eBay Listings 90 Promoting Your eBay Store 90 Seeding Listings into the Traditional eBay Marketplace 91 Enabling Cross-Promotions 91 Creating an Email Mailing List 92 Linking to Your eBay Store 94 Adding a Stores Widget to Your Blog or Website 95 Creating a Listing Feed 95 Exporting Your Listings to Search Engines and Shopping Sites 96 Advertising on the eBay Site with AdCommerce 97 Advertising Across the Web with Google AdWords 99 Promoting Your Store in the Real World 101 Promoting Your Half.com Listings 102III SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS1057 Online Classifieds: Are They Right for Your Business?107Understanding Online Classifieds 107 Examining Major Online Classifieds Sites 110 craigslist 110 Oodle 111 Kijiji 113 backpage.com 114 LiveDea 115 Google Base 116 The Pros and Cons of Selling via Online Classifieds 117 Pros of Online Classifieds Selling 117 Cons of Online Classifieds Selling 118 Do Online Classifieds Make Sense for Your Business? 120 The Best Businesses for Migrating to Online Classifieds 120 The Worst Businesses for Migrating to Online Classifieds 1218 Doing Business on craigslist125Understanding craigslist 125 Navigating craigslist Listings 126 Before You List... 129 Listing an Item for Sale 130 Formatting Your Item Description 133 Using HTML Formatting 133 Inserting Images into Your Listings 134 Managing Your Listings 135 Editing a Listing 135 Deleting a Listing 136 Making a Sale 1369 Migrating from Online Auctions to Online Classifieds139What Items Should You Move to craigslist? 139 Changing Your Business Model 141 Going Local 141 Pickups, No Shipping 142 Cash Is King 143 We Don't Need No Stinking Tools 143 It's the Wild West 144 Businesses Aren't Always Accepted 144 Making the Move 14510 Promoting Your craigslist Business147Choosing the Right Community and Category 147 Optimizing Your Listings for Search 148 Keeping Your Ad at the Top of the List 148IV SELLING ON THE AMAZON MARKETPLACE15111The Amazon Marketplace: Is It Right for Your Business?153Understanding the Amazon Marketplace 153 What the Buyers See 154 The Many Ways to Sell on Amazon 156 Selling Individual Items on the Amazon Marketplace 157 Understanding the Amazon Marketplace 158 Understanding Amazon's Fees 159 Selling as a Pro Merchant 161 Selling on Amazon via Selling on Amazon 162 Selling in an Amazon WebStore 163 Using Amazon to Fulfill Your Orders 163 How It Works 164 Understanding Fulfillment Pricing 164 The Pros and Cons of Selling on Amazon 166 Selling on Amazon: Pros 166 Selling on Amazon: Cons 16712 Doing Business in the Amazon Marketplace169Listing Individual Items in the Amazon Marketplace 169 Listing Your First Item 69 Managing Your Account and Inventory 173 Selling an Item 175 Setting Up Your Amazon Storefront 176 Moving to the Pro Merchant Program 177 Upgrading to Pro Merchant Status 177 Uploading Multiple Listings 178 Creating a Product Detail Page 18013 Migrating Your eBay Business to Amazon185Does Migrating to Amazon Make Sense? 85 Comparing Fees 185 Comparing Sales and Effort 187 Which Items Should You Migrate? 188 Evolving Your Business Model 189 Making the Move 19014 Promoting Your Amazon Business193Keeping Your Listings Competitive 193 Competing on Feedback 194 Placing Product Ads on the Amazon Site 196 Advertising Your Business with a Display Ad 197V SELLING ON YOUR OWN WEBSITE20115 Establishing Your Own Website: Is It Right for Your Business?203Building an Online Store--What's Involved? 203 The Components of an E-Commerce Website 203 Different Ways to Build a Store 206 How Much Does It Cost? 207 Pros and Cons of Running Your Own Website 208 Pros of Running Your Own Online Store 208 Cons of Running Your Own Online Store 209 Does an Online Store Make Sense for Your Business? 21116 Planning Your Online Presence215Step One: Create Your Plan and Define Your Goals 215 Step Two: Determine What You're Selling 216 Step Three: Choose a Hosting Service 216 Step Four: Build Your Website 217 Step Five: Choose an Online Payment Service 218 Step Six: Plan Your Promotion 219 Step Seven: Launch Your Site 220 Step Eight: Evaluate Your Performance 22117 Setting Up an E-Commerce Website223Choosing a Hosting Service 223 Features to Look For 224 Comparing Prices 226 Using eBay ProStores 227 ProStores for eBay Sellers 227 Subscription Levels 228 Getting Started with ProStores 229 Building an Amazon WebStore Store 230 Inside an Amazon WebStore Store 230 Creating Your Own WebStore 231 Building a Yahoo! Merchant Website 233 Subscription Levels 233 Unique Features 234 Creating Your Own Yahoo! Store 235 Exploring Other Pre-Designed Storefronts 23618 Managing Online Sales241Managing Your Inventory 241 Managing Your Sales 243 Managing Your Customers 24519 Choosing an Online Payment System249Accepting Payments with PayPal 249 Pros and Cons of PayPal 250 Signing Up for PayPal 251 Understanding PayPal Fees 252 Adding PayPal to Your Website 253 Collecting PayPal Payments 254 Accepting Payments with Google Checkout 255 Pros and Cons of Google Checkout 255 Understanding Google Checkout Fees 256 Setting Up a Google Checkout Account 257 Choosing a Google Checkout Service 257 Adding Google Checkout to Your Website 258 Collecting Google Checkout Payments 259 Withdrawing Google Checkout Funds 260 Integrating Google Checkout with Google AdWords 260 Accepting Payments with Checkout by Amazon 261 Pros and Cons of Checkout by Amazon 261 Understanding Checkout by Amazon Fees 262 Setting Up Checkout by Amazon 262 Establishing Your Own Merchant Credit Card Account 263 Pros and Cons of a Merchant Account 264 Choosing a Credit Card Processor 26520 Promoting Your E-Commerce Website267Putting Together a Marketing Plan 267 Optimizing Your Site for Search Engines 269 All About Search Engine Marketing--and SEO 269 SEO Tip #1: Fine-Tune Your Keywords 269 SEO Tip #2: Tweak Your and Tags 271 SEO Tip #3: Solicit Inbound Links from Other Sites 271 SEO Tip #4: Submit Your Site to the Major Search Engines 272 SEO Tip #5: Use Text Instead of Images 274 Submitting Your Products to Comparison Shopping Sites 275 How Comparison Shopping Sites Work 275 Examining the Major Comparison Shopping Sites 276 Submitting Your Listings to Comparison Shopping Sites 278 Creating and Uploading a Data File 279 Buying PPC Advertising 280 How Important Is PPC Advertising? 280 Purchasing Keywords 281 Paying by the Click 282 Evaluating the Big PPC Ad Networks 283 Creating a PPC Campaign 285 Buying Display Ads 286 Engaging in Email Marketing 287 Marketing on YouTube 288 Marketing to the Blogosphere 289 Conducting Online Public Relations 29021 Migrating Your eBay Business to Your Own Website293Does Migrating to Your Own Online Store Make Sense? 293 Comparing Costs 293 Comparing Effort 295 Which Items Should You Migrate? 295 Changing Your Business Model and Processes 296 Making the Move 29722 Selling in Multiple Channels301What Is Multichannel Selling--and How Does It Work? 301 Pros and Cons of Multichannel Selling 302 Benefits of Multichannel Selling 302 Drawbacks of Multichannel Selling 303 When Does Multichannel Selling Make Sense--and When Is It a Recipe for Disaster? 305 Managing Inventory Across Channels 306 Creating a Multichannel Marketing Plan 307Index311

فهرست مطالب

Cover......Page 1
Table of Contents......Page 7
Introduction......Page 20
 What’s in This Book......Page 21
 How to Use This Book......Page 22
 Making the Move......Page 23
I: BEYOND ONLINE AUCTIONS: CREATING A SUCCESSFUL ONLINE BUSINESS......Page 24
  What eBay Used to Be Like.........Page 26
  Why Is eBay Abandoning Smaller Sellers?......Page 29
  Changes Are Afoot—and You Probably Won’t Like Them......Page 31
  How Do eBay’s Changes Affect You?......Page 35
  Planning for Life Beyond eBay Auctions......Page 38
  Asking—and Answering—Key Questions......Page 39
  Conceiving a Business Plan......Page 45
  Understanding the Components of a Useful Business Plan......Page 47
  Writing Your Business Plan......Page 51
  Implementing Your Business Plan......Page 52
II: FIXED-PRICE SELLING ON EBAY......Page 54
  Why Fixed-Priced Sales Are the Way to Go......Page 56
  Different Ways to Sell at a Fixed Price......Page 61
  Creating an eBay Fixed-Price Listing......Page 69
  Creating an Auction Listing with a Buy It Now Price......Page 70
  Managing Fixed-Price Sales......Page 71
  What Is an eBay Store?......Page 76
  Benefits of Opening Your Own eBay Store......Page 78
  Challenges of eBay Store Selling......Page 79
  Understanding eBay Store Subscription Levels......Page 80
  How to Open an eBay Store......Page 82
  Further Customizing Your eBay Store......Page 86
  Managing Your eBay Store......Page 87
  Listing Merchandise for Sale in Your eBay Store......Page 89
  Handling eBay Store Sales......Page 90
  Marking Down Your Merchandise......Page 91
  Viewing eBay Store Reports......Page 92
  Getting to Know Half.com......Page 96
  Understanding the Half.com Shopping Experience......Page 98
  Understanding Half.com Fees......Page 99
  Listing on Half.com......Page 100
  Pricing Your Half.com Items......Page 102
  Calculating Shipping and Handling Charges......Page 103
  Managing Half.com Sales......Page 104
  Promoting Your Fixed-Price Listings on the eBay Site......Page 106
  Promoting Your eBay Store......Page 109
  Promoting Your Half.com Listings......Page 121
III: SELLING VIA CRAIGSLIST ONLINE CLASSIFIEDS......Page 124
  Understanding Online Classifieds......Page 126
  Examining Major Online Classifieds Sites......Page 129
  The Pros and Cons of Selling via Online Classifieds......Page 136
  Do Online Classifieds Make Sense for Your Business?......Page 139
  Understanding craigslist......Page 144
  Navigating craigslist Listings......Page 145
  Before You List.........Page 148
  Listing an Item for Sale......Page 149
  Formatting Your Item Description......Page 152
  Managing Your Listings......Page 154
  Making a Sale......Page 155
  What Items Should You Move to craigslist?......Page 158
  Changing Your Business Model......Page 160
  Making the Move......Page 164
  Choosing the Right Community and Category......Page 166
  Keeping Your Ad at the Top of the List......Page 167
IV: SELLING ON THE AMAZON MARKETPLACE......Page 170
  Understanding the Amazon Marketplace......Page 172
  Selling Individual Items on the Amazon Marketplace......Page 176
  Selling as a Pro Merchant......Page 180
  Selling on Amazon via Selling on Amazon......Page 181
  Using Amazon to Fulfill Your Orders......Page 182
  The Pros and Cons of Selling on Amazon......Page 185
  Listing Individual Items in the Amazon Marketplace......Page 188
  Moving to the Pro Merchant Program......Page 196
  Does Migrating to Amazon Make Sense?......Page 204
  Which Items Should You Migrate?......Page 207
  Evolving Your Business Model......Page 208
  Making the Move......Page 209
  Keeping Your Listings Competitive......Page 212
  Competing on Feedback......Page 213
  Placing Product Ads on the Amazon Site......Page 215
  Advertising Your Business with a Display Ad......Page 216
V: SELLING ON YOUR OWN WEBSITE......Page 220
  Building an Online Store—What’s Involved?......Page 222
  Pros and Cons of Running Your Own Website......Page 227
  Does an Online Store Make Sense for Your Business?......Page 230
  Step One: Create Your Plan and Define Your Goals......Page 234
  Step Three: Choose a Hosting Service......Page 235
  Step Four: Build Your Website......Page 236
  Step Five: Choose an Online Payment Service......Page 237
  Step Six: Plan Your Promotion......Page 238
  Step Seven: Launch Your Site......Page 239
  Step Eight: Evaluate Your Performance......Page 240
  Choosing a Hosting Service......Page 242
  Using eBay ProStores......Page 246
  Building an Amazon WebStore Store......Page 249
  Building a Yahoo! Merchant Website......Page 252
  Exploring Other Pre-Designed Storefronts......Page 255
  Managing Your Inventory......Page 260
  Managing Your Sales......Page 262
  Managing Your Customers......Page 264
  Accepting Payments with PayPal......Page 268
  Accepting Payments with Google Checkout......Page 274
  Accepting Payments with Checkout by Amazon......Page 279
  Establishing Your Own Merchant Credit Card Account......Page 282
  Putting Together a Marketing Plan......Page 286
  Optimizing Your Site for Search Engines......Page 288
  Submitting Your Products to Comparison Shopping Sites......Page 294
  Buying PPC Advertising......Page 299
  Buying Display Ads......Page 305
  Engaging in Email Marketing......Page 306
  Marketing on YouTube......Page 307
  Marketing to the Blogosphere......Page 308
  Conducting Online Public Relations......Page 309
  Does Migrating to Your Own Online Store Make Sense?......Page 312
  Which Items Should You Migrate?......Page 314
  Changing Your Business Model and Processes......Page 315
  Making the Move......Page 316
  What Is Multichannel Selling—and How Does It Work?......Page 320
  Pros and Cons of Multichannel Selling......Page 321
  When Does Multichannel Selling Make Sense—and When Is It a Recipe for Disaster?......Page 324
  Managing Inventory Across Channels......Page 325
  Creating a Multichannel Marketing Plan......Page 326
 A......Page 330
 C......Page 332
 E......Page 334
 F......Page 338
 H......Page 339
 L......Page 340
 M......Page 341
 O......Page 343
 P......Page 345
 S......Page 348
 W......Page 350
 X–Z......Page 352

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