Book Description
Whether a Web site's purpose is producing inquiries or sales, the words have to tantalize the visitor with something not available elsewhere, explain the offering thoroughly, and persuade the visitor to take action. For individuals, organizations, and companies on a do-it-yourself budget as well as Web designers and Web marketers, this book delves into the details that make or break a Web site. It shows how to transform a site that just sits at its URL into a site that generates more interest and more orders. Topics covered include gathering leads, marketing copy, content as bait, and graphics and layout. Also included are complete sample makeovers and commentary on 10 different kinds of sites including multi-product sales, a professional firm, subscription publication, brick-and-mortar shop, and Internet services.
Customer Reviews:
Beefy info for a website and/or marketing.......2004-06-24
I have been procrastinating in upgrading our website so I figured I'd read a few books... a great way to procrastinate some more. Well Marcia writes in a step by step practical way, creating a marketing foundation first then getting to the beef. I'm now educated and inspired, have a notebook full of notes and ideas that I'm actually implementing. It's getting done. I'm actually recommending this book to friends who are redoing their marketing message since the first two chapters do that so well... great book, not heavy, beefy info.
Excellent, practical advice that will improve web sites.......2003-08-07
I have purchased many books on web site design and usability, most of them more expensive than this one, and yet this book is the one with worn pages because I go back to it again and again. Many "how to" books give you plenty of tips but never tell you what to do with them. Not this one! This book gives you sound, no-nonsense advice about what works on web sites and what doesn't. Part 1 clearly explains the "hows and whys" of crucial web site elements, while Part 2 tells you how to put what you learned in action. And as if that's not enough, you also get real life examples of how it all comes together, whether you're selling products, are a one-person show working out of a home office, or a large corporation. I was so impressed with the level of knowledge demonstrated in this book that I recently participated in Marcia Yudkin's (the author's) Web Marketing Makeover mentoring program. If you want your web site to bring in business you should read this book and religiously apply what you learn.
One of the best on this subject.......2003-07-29
There are so many books on designing websites available today that it is easy to be overwhelmed by the sheer volume. Among these it is rare to find one that really stands out from the crowd. Marcia Yudkin's "Website Marketing Makeover" is an exception to this rule. She avoids a lot of the fluff that tends to be in other books and gets right down to the nitty-gritty of website design. One of the things that I particularly liked about the book is that she not only provides advice but also provides the means to actually accomplish the goal. For example, most of the website design books discus the need to see what your website looks like using different browsers. Marcia's book also makes this very important point. However, she not only makes the point but also points the reader to software and websites that can help determine what your website looks like in different browsers. When other books are saying what to do without telling you how to do it, Marcia is showing you how.
From beginning to end, Marcia lucidly explains what works, what doesn't work, and why. Although it is predominantly focused on how to "turn visitors into buyers" and so is most appropriate for a site that sells something, there is a lot of information that is also appropriate for any site including purely informational ones. "Poor Richard's Website Marketing Makeover" is a highly recommended read for anyone looking to create or improve their website.
My first (and only) book review to date............2003-06-11
I don't normally do reviews or read work-related books, so this has been an interesting process. After all, I sweated through college, marketing qualifications and I've run an internet business for three years, so why do I need to read what some American who I've never heard of thinks - after all, its not really relevant to a UK-based business... Wrong!
What a great book - I had to keep putting it down to make notes on changes needed for my sites. Marcia thinks about this stuff all the time, whereas most of us don't, and she really takes apart the whole site and marketing process. It's all about the detail, about how the site visitor sees our offer, one that we are over-familiar with but so often fail to get over in a few seconds. It is when you realise how massively you could increase the return on your objectives by making simple changes (what are the objectives of your website, by the way?) that you realise the power of this book.
Marcia takes you though all the elements of your site, step by step - why you have one, what you want it to do, the copy, design, style and real nuts-and-bolts stuff. Throughout she illustrates her point with screen shots of hundreds of sites - and there are some very well known ones in there that still fail to fully exploit the opportunity. Plus, a selection of make-overs - some seem minor, but have documented results, for example, $24,000 of extra sales in one month. Her style is very open, non-technical and moves at a pace that doesn't make assumptions on acronyms, jargon and your physical location - so often US books seem irrelevant to overseas readers. There are also lots of references to further reading, for example, on copy-writing, too many sites just lift pre-approved copy from printed brochures that fails in a new medium.
So, who should read it? Me, again, for a start. With specialist sections or even whole chapters for professional practices, membership or charitable organisations, local small businesses like B&Bs, organisations selling single or multiple products, there really is something for everyone. If you're the owner of a business, or the person that's directly responsible for websites in a business, you'll find it a useful read. Why not buy it for a colleague to read and report back on if you can't spare the time yourself? And the key point is change will not cost big money, so you really can see a return on modest spending - a couple of hundred pounds will make a difference to most sites. Perhaps that's the acid test of the book: whether you actually do anything after reading it that in turn actually pays off. If you don't do anything at all, then I think you've missed the point.
One thing that may put you off is the legend `Poor Richard's' across the top of the book and the cover style - I've no idea who Richard is, nor his pecuniary standing and the folksy cover may suggest the book's audience is low-budget, but this does it a disservice. Its also not expensive - ...
So, in summary, the chapters that make up 200 pages of readable and thought-provoking writing, are organised in two parts - site elements and then implementation. I make no apologies for including the chapter headings as they help illustrate the breadth and relevance of this book: Elements: the name plate; navigation/on-site searches; copy; who are we?; building trust; content as bait; gathering leads/members/subscribers; order forms/customer service and graphics/layout. Putting it all together: single product sales; multi-product sales; solo service provider; professional firm; advocacy organisation; event reservations; local businesses and internet services. This is followed by a makeover checklist and pages of further resources in print and online. Go on, read it, implement it and reap the rewards - and tell me if I'm wrong!
Mark Wibberley ...
More SPECIFIC, understandable advice than anything I've read.......2002-04-14
My mind is spinning; this book is awesome! I have been successfully selling on the web for 2 years and have even paid some "big names" to critique my site, but I have found TONS of ideas and changes I need to implement as soon as possible. Ms. Yudkin writes in a specific, down-to-earth manner; her suggestions make SENSE and she includes many before-and-after examples. The advice in this book will undoubtedly save me time and increase my sales.
Average customer rating:
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Governance of Europe's City Regions: Planning, Policy and Politics
Tassi Herrschel
Manufacturer: Routledge
ProductGroup: Book
Binding: Paperback
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| Professional & Technical
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ASIN: 0415187710 |
Book Description
This work considers the changing role of the European Union in regional issues, explores how national governments have become increasingly involved at the regional scale and examines the constitutional and political contexts in which regional and local governments operate. Detailed case studies of regions in Germany and England, illustrate contrasts in European approaches to the scale of government, and the complex interactions of international, national, regional and local scales of policy intervention.
Book Description
The political dynamics of the European Union can often appear confusing, shrouded as they are in complex legislative processes. This book offers a clear and thorough critical introduction to the origins, development and current direction of the EU, and pinpoints the major policy debates animating decision-makers.
This revised and updated edition offers a well-illustrated analysis of each of the EU¹s major policy areas, and covers arguments both for and against the EU. McGiffen explores subjects including enlargement, internal and external security, the Euro, trade, the environment, employment, transport and regional policy. He explains how and why the debate about membership is frequently and falsely presented as if it were a conflict between 'nationalism' and Œinternationalism', and argues instead that the EU is merely one of a number of possible solutions to the the economic and political problems facing Europe.
Published in association with Spectre.
Steve McGiffen is a writer, author and consultant. Until recently he worked for the United Left Group in the European Parliament and the Socialist Party of the Netherlands. He is editor of Spectre, a radical left website which can be read at www.spectrezine.org, His previous books include Biotechnology (Pluto Press, 2005).
Customer Reviews:
Devastating attack on the European Union.......2004-07-06
Steve McGiffen's book gives a clear yet critical introduction to the origins, development and current direction of the EU. He is a long-time critic of the EU who works for the United Left Group in the European Parliament.
His brief, well-organised chapters cover the EU's treaties, institutions, enlargement, Common Foreign and Security Policy, Justice and Home Affairs, the euro, the internal market, external economic relations, employment, social policy, the environment, the Common Agricultural and Fisheries Policies, transport, and regional and industrial policy. He includes an extremely useful and up-to-date survey of information available in books, articles and websites.
McGiffen shows that the EU is capitalist through and through, created by employers for employers, designed to leach power away from workers. The EU is not about democratic nations cooperating for peace, but about employers railroading Europe's nations into a single undemocratic `superpower' (Blair's word).
Most importantly, he shows how the euro gives vast unaccountable powers to the European Central Bank, ending all democratic control over economic policy, and implementing an extreme monetarism. He shows how the euro strengthens capital's power to destroy European nations' welfare states, achieved by workers' struggles over the centuries. He cites the economist Melvyn Krauss: "Behind the euro's falling exchange rate is a life-and-death struggle between it and Europe's welfare state. Either the euro subverts the welfare state, or Europe's welfare state subverts the euro."
So the welfare state is at stake in the fight against the euro, but not only the welfare state. EU monetarism installs deflation as a permanent policy, cutting down jobs and industries across Europe: the EU mortally threatens manufacturing industry, so vital for our working class's very existence as a creative, world-making force. Without industry, there can be no independent, sovereign Britain.
So how do we stop the EU and the euro from destroying Britain? Not by rallying the forces of `the left'. The idea of workers' nationalism alone has the huge potential of uniting all our class in the fight to save Britain. Renouncing the nation only weakens the class. As Ho Chi Minh always said, real internationalism begins at home.
Book Description
Guide to the European Union is well established as the clearest and most comprehensive guide to how the EU operates, and this new edition brings readers up to date at a crucial stage in its development.
Customer Reviews:
Nice to read, but..........2007-02-19
It explains very well how everything happened, in other words it has a nice storyline. But it doesn't go into details; for that one should use Moussis' books. But those are not properly updated. 'Is there ever a good book' as one of my former professors said?
Great & Quick Service.......2006-11-10
Everything turned out great, and the book gave me all the information I needed for my presentation.
Book Description
Special Purpose Series In French and Spanish
With a growing number of companies looking for employees who can "speak the business" in a foreign language, individuals will find the competition for jobs fiercer than ever. Everyone can prepare for these challenges by choosing from this unique series.
Average customer rating:
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"Economist" Guide to the European Community
Dick Leonard
Manufacturer: Economist Books
ProductGroup: Book
Binding: Hardcover
General
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International
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ASIN: 0241002648 |
Average customer rating:
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The European Union Constitutional Treaty: A Guide For Americans
Manufacturer: Brookings Institution Press
ProductGroup: Book
Binding: Paperback
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Relations
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ASIN: 0975332570 |
Book Description
The European Union is the most important organization of which the United States is not a member. The United States is a member of every other multilateral body that can have a serious impact on the country. However, the United States will never be a member of the European Union. Yet, how the EU behaves has an impact on the United States and the world at large. Therefore, the United States needs to find creative ways to work with an institution that is undergoing almost continual change. One of those changes is the effort to adopt a constitutional treaty.
In 2004, European leaders agreed to a constitutional treaty for the European Union. Europeans have long sought to form "an ever closer union" through the European Union and its predecessors. Spanning over three hundred pages and over four hundred articles, the constitutional treaty is long and complex, but it also may be a turning point for one of the most interesting actors in international affairs—if it is ratified by the member states.
What do Americans need to know about the EU constitutional treaty? Could a closer union be built on the constitutional treaty and what would that mean for the United States? Will international change make the EU a more influential international actor? This volume offers perspectives on these questions.
Average customer rating:
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Access to Social Europe: Guide to EU Legislation and Programmes - a New Source Book
Nicholas Moussis
Manufacturer: Euroconfidentiel SA
ProductGroup: Book
Binding: Paperback
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ASIN: 2930119152 |
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After Maastricht: A Guide to European Monetary Union
John Grahl
Manufacturer: Lawrence And Wishart Ltd
ProductGroup: Book
Binding: Paperback
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ASIN: 0853158223 |
Book Description
The EEA Agreement extends the internal market with its four freedoms: free movement of goods, persons, services and capital, as well as some horizontal and flanking policies, to the EFTA countries. The Agreement could also serve as a multilateral framework for preparing Central and Eastern European countries in the process of becoming full members of the European Union This book gives readers an in-depth and practical understanding of the EEA rules governing the free movement of goods, namely: product coverage and rules of origin, technical barriers to trade, intellectual property, product liability, public procurement, competition, and state aids. These are all areas of crucial importance to economic operators throughout Europe. A chapter is also devoted to the situation in Switzerland after its decision not to ratify the Agreement.
Book Description
This book gives the basic facts about the European Union without being fanatical. For instance, the mere use of the term 'democratic deficit' will establish you at once as an insider, so you should drop it into the conversation at the first opportunity.
Book Description
This digital document is a journal article from Journal of International Economics, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
In this study, we use extreme bounds analysis to test the robustness of the hypothesis that regional trading arrangements (RTAs) are trade creating. Extreme bounds analysis provides a more rigorous test of specification uncertainty than traditional econometric theory by incorporating prior information and using a systematic approach to testing the fragility of coefficient estimates. The results show that the trade creation effect of most RTAs is fragile. Using a least squares estimator where all weight is attached to the sampling distribution, eight or more of the twelve RTAs considered are found to be trade creating. When the relative weight in the estimation is shifted from the sampling to the prior distribution, the number of RTAs that are trade creating falls to six at the 95 percent likelihood ellipsoid. Moreover, when we specify that not all RTAs are trade creating, four RTAs increase trade at the 95 percent likelihood ellipsoid. At the extreme bounds, when all weight is attached to the prior distribution, none of the RTAs are found to be trade creating. As a result, we conclude that the pervasive trade creation effect found in the literature reflects not the information content of the data but rather the unacknowledged beliefs of the researchers.
Book Description
This digital document is a journal article from European Economic Review, published by Elsevier in . The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
This paper uses a gravity model to assess ex-post regional trade agreements. The model includes 130 countries and is estimated with panel data over the period 1962-1996. The introduction of the correct number of dummy variables allows for identification of Vinerian trade creation and trade diversion effects, while the estimation method takes into account the unobservable characteristics of each pairs of trade partner countries, the endogeneity of some of the explanatory variables as well as a potential selection bias. In contrast to previous estimates, results show that regional agreements have generated a significant increase in trade between members, often at the expense of the rest of the world.
Book Description
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Persuading on Paper
![Are regional trading arrangements trade creating? [An article from: Journal of International Economics]](http://ecx.images-amazon.com/images/I/21XXCX3FGNL.jpg)
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