Shannon Belew leads the global go-to-market and e-commerce strategy for Bentley Systems. She is a speaker and recognized expert in online marketing and business strategy. Joel Elad is the founder of Real Method Consulting. He is also the author of LinkedIn For Dummies.

• Introduction 1Book 1: Start-Up Essentials 5Chapter 1: Starting from Scratch 7Chapter 2: Turning Ideas into a Viable Internet Business 17Chapter 3: Getting Real: Creating a Usable Business Plan 31Chapter 4: Funding Your Online Business 39Chapter 5: Creating Policies and Managing Compliance to Keep It Real 57Book 2: Legal and Accounting 71Chapter 1: Minding the Law 73Chapter 2: Choosing the Right Foundation: From Partnerships to Corporations 83Chapter 3: The Trademark-and-Copyright Two-Step 93Chapter 4: Accounting for Taxes (and Then Some) 101Book 3: Website Functionality and Aesthetics 125Chapter 1: What’s in a (Domain) Name? 127Chapter 2: Designing for User Experience 141Chapter 3: Serving Up Your Site 161Chapter 4: Developing Content That Satisfies Visitors and Search Engines 171Chapter 5: Going Beyond Beta and Launching Your Site 185Book 4: Online and Operating 195Chapter 1: Determining Your Revenue Model 197Chapter 2: Making Money with Affiliate Programs 217Chapter 3: Paying with the Right Payment Options 229Chapter 4: Putting the (Shopping) Cart before the Horse 241Chapter 5: Taking Inventory 255Chapter 6: Fulfilling Expectations and Orders 265Book 5: Managing Security Risks 283Chapter 1: Understanding Security and Your Risks 285Chapter 2: Developing a Plan: Security and Business Continuity 293Chapter 3: Spotting and Thwarting Bad Actors, Hackers, and More 307Chapter 4: Locking Down Your Site and Your Business 329Book 6: Online Marketing Basics 337Chapter 1: Jump-Starting Traffic and Driving Sales 339Chapter 2: Influencing for Attention and Customers 357Chapter 3: Web Marketing at Work 371Chapter 4: Analyzing and Monitoring Your Customers 393Chapter 5: Mastering Search Engines, Optimization, and Rankings 411Book 7: E-Commerce Fundamentals 429Chapter 1: Starting Up with E-Commerce Functionality 431Chapter 2: Web-ify Your Store with Shopify 443Chapter 3: Making eBay THE Way 459Chapter 4: Posting Pictures for Profit 477Book 8: E-Commerce Trends and Market Opportunities 495Chapter 1: Discovering Niche Markets 497Chapter 2: Becoming a Social Influencer for Real Dollars 505Chapter 3: Evaluating the SaaS Model: Selling Software and Apps 521Chapter 4: Generating Efficiencies and Opportunities with AI, ChatGPT, and More 533Chapter 5: Building a POD (Print-on-Demand) Business 547Chapter 6: Growing Beyond Borders: The International Marketplace 563Book 9: E-Commerce Advanced 575Chapter 1: Mapping the Digital Buyer’s Journey 577Chapter 2: Getting Personal with Content Marketing 587Chapter 3: Overhauling an Aging Online Business 605Chapter 4: Expanding Products to Increase Stagnant Sales 623Chapter 5: Transitioning a Small Site into Big Business 633Index 643

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