DESC: "A very comprehensive, yet light-hearted guide for internet managers that demystifies search engine marketing and provides practical advice for success." ?Piers Dickinson, Global Internet Marketing Manager, BP "Outlines every one of the major strategic steps to develop your search marketing initiatives. This book teaches Web marketers what to do from the beginning so they can implement a successful search marketing program?the strategic steps to define the scope and cost of your search marketing program, develop a team, create a proposal, get executive approval, manage, and measure your search marketing program. You have to read it to appreciate it!" ?Cynthia Donlevy, Web Marketing & Strategy, Cisco Systems, Inc. "Getting your site indexed is the most fundamental, yet one of the most challenging, aspects to search engine marketing. Search Engine Marketing Inc.: Driving Search Traffic to Your Company's Web Site is a detailed and comprehen