Acknowledgments‎.‎ About the Authors‎.‎ Introduction‎.‎ INTEGRATING THE INTERNET INSIDE YOUR COMPANY‎.‎ Cutting Costs across Your Enterprise‎:‎ How to Run a Tighter‎,‎ More Competitive Ship‎.‎ Using the Net as a Resource for Human Resources‎.‎ Mining the Internet for All It‎'‎s Worth‎.‎ http‎:‎//007‎:‎ Spying on Your Competitors and Yourself‎.‎ INTEGRATING THE INTERNET INTO YOUR MARKETING‎.‎ Your Brand Image and the Internet‎.‎ Retail‎:‎ Setting Up Shop on the Net‎.‎ Online Events‎,‎ Promotions‎,‎ and Attractions‎:‎ How to Make a ‎"‎Scene‎"‎ and Draw Them In‎.‎ Direct Marketing and Sales Support‎.‎ Public Relations‎,‎ the Internet Way‎.‎ Essential Tips for Surviving the Dot‎-Com Fallout‎.‎ Afterword‎.‎ Index‎.‎