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Search Engine Optimization

July 1, 2009 by Roy Johnson

how to maximise page rankings with search engines

I bought this book on search engine optimisation (SEO) because I trust Peter Kent’s work. His best-selling 2000 work Poor Richard’s Web Site was well-written, clear and friendly advice, and he spells out technology in a way which is easy to understand. He starts out here by explaining how search engines do their work, then provides a quick overview of how to optimise pages. This is an intelligent approach, because the details of SEO can become quite complex, and people fixing their own sites rather than paying an SEO agency will want to get on quickly with the job.

Search Engine Optimization The process is one of gradual adjustment and refinement. It involves choosing the best keywords, creating good content, making submissions to the SEs, and generating incoming links. Each of these topics is then explained in greater detail. He always offers suggestions of free software and services where possible, and the resources mentioned are all listed at the book’s own web site. The only paid-for software he recommends is WordTracker which helps you to identify the most appropriate keywords for your site.

Most of the advice is perfectly straightforward and easy to follow – though it requires a great deal of your patience and time. It involves giving pages accurate descriptive titles, creating content which matches the description of what’s on offer, and avoiding tricks and anything which tries to put one over on the search engines

On the use of frames he is quite unequivocal. Don’t do it! But just in case you have done so, and can’t really change your site, he shows you how to eliminate the worst problems. The same is true for dynamic pages generated from databases, and for cookie-based navigation systems.

But then just to prove that he’s not being unnecessarily stuffy, he does have a chapter on how to trick the search engines – albeit after listing several reasons why you should not use them. These include stuffing keywords, making text and links hidden on the page, duplicating pages, making doorway pages, plus tricks with redirects and cloaking.

Next he deals with the business of submitting your site to the search engines – putting a lot of his emphasis on creating a sitemap. Once again he gives lots of convincing reasons why you should use the free submission systems and avoid the paid-for services.

He explains the way the system of page ranking works and why it is important that the pages of a site contain as many links as possible. This leads naturally to the difficult business of finding people who will link to your site. We get several link-swap offers a day on this site, but most of them turn out to be from what are called link farms – which search engines don’t like.

By the time he reaches the shopping directories he has to admit that all this link-building and site-promotion is a labour-intensive business. So there’s a section on how to get other people to do it for you!

© Roy Johnson 2010

Search Engine Optimization   Buy the book at Amazon UK

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Peter Kent, Search Engine Optimization for Dummies, Indianapolis: Indiana, Wiley, 4th edition, 2010, pp.382, ISBN: 0470881046


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Filed Under: Computers, e-Commerce Tagged With: Business, e-Commerce, Optimization, Search Engine Optimization, SEO, Web design

Small Business Websites that Work

July 9, 2009 by Roy Johnson

practical guide to getting started in eCommerce

If you want to develop small business websites using eCommerce, this is an overview of all the things you will need to take into account. Sean McManus starts out by pointing to the new approaches required when doing business electronically. Your customers will expect instant responses; web sites must deliver up-to-date and accurate information; you need to make yourself and your products and services easily accessible. He doesn’t go into much technical detail – which is probably a good thing, given that so much is available elsewhere.

Small Business Websites that WorkInstead, he provides a strategy overview punctuated by thumbnail case studies. It’s a list of Good Ideas for maximising the relationship between you and your customers – actual and potential. Planning a site and creating the content; integrating the site with your business; and the advantages and disadvantages of trying to do it all yourself.

He puts a lot of store on learning from good examples, and there are detailed analyses of well designed ecommerce sites – pointing out how and why they are successful.

He points out free content and tools where they are available, covers the important details of domain names and hosting, and offers a checklist of what he calls the ‘sixteen crimes of Web design’. These include pointless animations and splash screens, cliched graphics, ‘under construction’ notices, and poor layout.

There’s not as much on affiliate programs and credit card handling as I would have expected, but he makes up for this with plenty on site promotion and search engine optimisation.

This will make a good primer for anybody who wants to make a serious bid in the world of eCommerce within the limited budget of a small enterprise. You will probably need additional help with the details, but this offers you an excellent overview.

© Roy Johnson 2003

Small Business Websites that Work   Buy the book at Amazon UK

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Sean McManus, Small Business Websites that Work, London: Prentice Hall, 2001, pp.202, ISBN: 0273654861


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Filed Under: e-Commerce, Web design Tagged With: Business, e-Commerce, Online selling, Small Business Websites that Work, Web design

the eBay survival guide

May 22, 2009 by Roy Johnson

how to make money on eBay – and avoid losing your shirt

I rarely talk about computers when socialising – otherwise you easily get branded an IT bore. But I was at a dinner party recently with neighbours where it suddenly turned out that half the table were trading on eBay! There are amazing bargains to be had. It turned out that we were eating off antique plates the hostess had bagged to match up with family heirlooms. But for tender mortals like you and me, there needs to be some hand-holding through the jungle of bids, deadlines, and prospective bidding. That’s where guidance manuals such as eBay the smart way, eBay Hacks and the eBay survival guide come in.

the eBay survival guideMichael Banks is an experienced trader with twenty years of eCommerce experience, and he talks you through the basics in a friendly and encouraging manner. First he gives a clear account of the huge variety of services, downloads, and support materials at the eBay site, then explains how the auctions (and the sales) actually work . There are lots of different ways of trading, and he covers them all.

Then he shows you how to find things using eBay’s powerful search engine. This includes neat tricks such as including plurals and deliberate mis-spellings in your search terms.

He deals with the central issue of ‘How much is it worth?’ – which is a much easier question to ask than to answer. His advice is that you need to cross-check with other auctions of the same object; look into price guides; and track what other people are searching for and buying.

Selling items is a more complex business than buying – not because of eBay, but because more of your own time is tied up in handling and posting stock to customers. There are also lots of different ways to set a selling price: you can have a minimum, a reserve, and a buy-it-now price.

He shows you how to describe, display, and illustrate the goods you want to sell. This might sound fairly simple – but you’ve got to remember that you need to stand out from thousands of other sellers, and you’ve got to be completely accurate, otherwise you might get negative feedback.

eBay has a fairly detailed system of resolving complaints and offering protection for both buyers and sellers. If you’re worried about getting into difficulties, he explains quite clearly how to solve problems.

As a buyer, if you really have your heart set on securing a bargain, you might need to get into the skills of bidding at the last possible minute – or ‘sniping’ as it is known in the trade. Once again, he shows you how to do it, and even how to outwit other people who may be doing the same thing.

He finishes by showing you how to recognise scams and misleading descriptions of products for sale. Thanks to eBay’s gigantic database of information on its buyers, sellers, and the history of all their transactions, it’s possible to locate all the information you need to protect yourself.

It’s quite true that some people make a full time living just buying and selling on eBay. If you fancy putting your toes into the waters of eCommerce, this would be an excellent place to start.

© Roy Johnson 2005

the eBay survival guide   Buy the book at Amazon UK

the eBay survival guide   Buy the book at Amazon US


Michael Banks, the eBay survival guide, San Francisco: No Starch Press, 2005. ISBN: 1593270631


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Filed Under: e-Commerce Tagged With: Business, e-Commerce, eBay, Technology, the eBay survival guide

The Long Tail

May 21, 2009 by Roy Johnson

how endless choice is creating unlimited demand

Chris Anderson is the editor of WIRED magazine. This book started as an article there, took off, and was expanded via seminars, speeches, and further research. It has now become one of the most influential essays on the new sCommerce. Anderson’s notion is relatively simple, but its implications profound. He argues that because the digitisation of commerce allows more people into the trading arena, and because minority goods can be made available alongside best-sellers, the consumer therefore has a much wider choice and cheaper prices. This gives rise to a new phenomena – niche markets – also known in marketing-speak as the ‘long tail’. This is the part of the commercial results graph where returns begin to flatten out and slope towards zero.

The Long TailBut – and this is a very big BUT – in the new digital world they don’t slope off completely. And if you add up all the income from these many tail end transactions, it can be more than the total sales from the Short Head part of the graph.

Once you have grasped these basic issues, the lessons are clear. The profit is to be made in shifting bits, not atoms, plus lower overheads means more profit, because you can sell more. Much of this is possible because the price of electronic storage has now dropped almost to zero, and digital distribution has removed transport costs – as well as making delivery immediate. A physical bricks-and-mortar store has limited shelf space to stock goods, but Peer-2-Peer file-sharers make the downloaders’ options almost limitless.

The only way to reach all the way down the Tail—from the biggest hits down to all the garage bands of past and present—is to abandon atoms entirely and base all transactions , from beginning to end, in the world of bits.

Much of the new digital economy is amazingly counter-intuitive. Amazon for instance has allowed its own competitors to sell their goods on its site. The net result – more profit for Amazon, and the rise of the small second-hand book trader – the very businesses people thought would be put out of work by online trading.

Other positive elements in the new digital economy are the rise of reader reviews and recommendations; the back catalogue becomes valuable again; and new niche markets become available for more buyers.

Anderson looks at the technological history which has made the long tail possible, using a typical Amazon purchase as a model: postal delivery service, standard ISBN numbers, credit cards, relational databases, and barcodes. Of course Amazon’s genius in its latest phase is it gets other people to hold all the stock and fulfil the orders.

He’s a great believer in reputations and taste being formed by social media – the YouTube and MySpace worlds in which personal recommendations and fan reviews help forge best-sellers more than any amount of advertising hype.

There are lots of interesting nuggets thrown out as he makes his way through the socio-economic implication of all this. Such as for instance the fact that Google searches counteract the tyranny of the New over the well-established. That’s because they rank pages by the number of incoming links, which favours those which have had the time to acquire them.

Even though he goes into some economic theory, the study remains accessible and readable throughout – largely because he uses everyday examples with which most readers will be able to identify: the purchase of music CDs, DVDs of films, and supermarket food purchases.

This is a really inspiring book, and a must for anyone remotely connected with the online world. Even if some of his estimations and predictions might be overstated, it offers a glimpse into processes taking place that will change the way we think about business and technology. Time and time again, I thought “Yes! I’ve already started doing that!” – ordering more books from Amazon’s marketplace traders, buying out-of-print titles at knockdown prices, exploring new music, and looking out for recommendations on the new social media. I would rank this book alongside Nicolas Negroponte’s 1996 study Being Digital as a seminal influence for the decade in which it is published.

© Roy Johnson 2007

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Chris Anderson, The Long Tail, London: Random House, 2006, pp.238, ISBN: 184413850X


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Thrown to the Woolfs

July 3, 2009 by Roy Johnson

Leonard and Virginia Woolf and the Hogarth Press

John Lehmann joined the Hogarth Press as a trainee manager in 1931 when it was in the full flush of its first success. Virginia Woolf’s To the Lighthouse had just been published, as well as T.S.Eliot’s The Waste Land and Katherine Mansfield’s Prelude. This was to be the first of two periods of engagement with the Press, the second of which lasted until 1946. Thrown to the Woolfs his account of publishing and the literary world of the 1930’s is dominated by the figure of Leonard Woolf, whose own account of the Hogarth Press in his Autobiography confirms almost all of what Lehmann says – though they differed over issues of policy.

Thrown to the WoolfsIt’s a rather unglamorous world of working strict office hours in crowded basement rooms, with “a ramshackle lavatory, in which old Hogarth Press galley proofs were provided as toilet paper”. He was delighted to be mixing with some of the major figures of the modernist period, as well as the up-and-coming writers of the day. There are sketches of writers of the period with whom Lehmann dealt: Michael Roberts, William Plomer, and Christopher Isherwood, whom he introduced to the Press as the Great Hope of English Fiction (which people believed at the time).

He does his best to be fair to Leonard Woolf, and his portrait corresponds accurately to that which one gains from other accounts, including Woolf’s own:

Leonard himself was, in general, cool and philosophical about the ups and downs of publishing: his fault was in allowing trifles to upset him unduly. A penny, a halfpenny that couldn’t be accounted for in the petty cash at the end of the day would send him into a frenzy that often approached hysteria… On the other hand, if a major setback occurred – a new impression, say, of a book that was selling fast lost at sea on its way from the printers in Edinburgh – he would display a sage-like calm, and shrug his shoulders.

It’s quite obvious from his account that although he was being employed in commerce as a publisher’s assistant, to write adverts, promote sales, and check proofs, his heart was set on being a ‘poet’ himself. The tensions he felt with Leonard Woolf became more serious, and within two years of securing what he at first thought of as his dream job, he gave in his notice and left under a very dark cloud.

He then gives an account of his wanderings in central Europe, inspired by Rilke’s notion that “In order to write a single verse, one must see many cities” (not having read Emily Dickinson, it would seem). Much of this part of the story revolves around Christopher Isherwood and Lehmann’s efforts in publishing the collection New Writing. But in 1938, having made up with the Woolfs, he bought out Virginia’s share of the Press and rejoined it as manager and full partner.

The theme then becomes ‘How does one run a publishing company during a war?’. The odd thing is that despite paper rationing, despite being bombed out of its premises in Mecklenburgh Square, and despite having to transfer the Press and its business to Letchworth, sales rose, because of general shortages:

Books that in peacetime, when there was an abundance of choice, would have sold only a few copies every month, were snapped up the moment they arrived in the shops.

Priority was given to keeping Virginia Woolf’s works in print even after her death, as well as the works of Sigmund Freud which the Press had started to publish. Other writers whose work appeared around this time were Henry Green, Roy Fuller, and William Sansom.

However, following Viginia’s death in 1941, there remained only two essential decision makers on policy. Without her casting vote, the differences between them grew wider and led to clashes. Lehmann wanted to publish Saul Bellow and Jean Paul Sartre, but Leonard said ‘No’. There were also misunderstandings about income tax returns and the foreign rights to Virginia’s work.

When the final split between them came about, Leonard solved the problem by persuading fellow publisher Ian Parsons of Chatto and Windus to buy out John Lehmann’s share. Parsons was the husband of Trekkie Parsons, who lived with Leonard during the week and with her husband at weekends – so as well as sharing a wife, they became business partners.

John Lehmann eventually went on to found his own publishing company, and the Hogarth Press was absorbed into Chatto and Windus on Leonard’s death in 1969. This is an interesting account of their joint efforts – partisan, but reasonable and humanely argued.

For literary historians it’s an interesting account of English culture and letters in the 1930s and the war years. And it’s also a fascinating glimpse into the world of commercial publishing. Anyone who wants to make judgments about the rights and wrongs in the disputes between the principals should also read Leonard Woolf’s excellent Autobiography.

© Roy Johnson 2000

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John Lehmann, Thrown to the Woolfs, New York: Holt, Rinehart and Winston, 1978, pp.164, ISBN 0030521912


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Filed Under: Bloomsbury Group, Hogarth Press, Leonard Woolf Tagged With: Bloomsbury Group, Business, Hogarth Press, John Lehmann, Leonard Woolf, Publishing, Thrown to the Woolfs

Writing a CV that Works

July 8, 2009 by Roy Johnson

develop your key self-promotion and marketing tool

This is a cheap and cheerful guide to producing an effective CV (curriculum vitae). Writing a CV that Works is suitable for complete beginners who may not have written one before, or for intermediate users who might want to develop their existing CV beyond merely a list of their previous jobs. It starts off with the reasons why you need a CV and why you should view it as a marketing tool rather than just a life synopsis. This is followed by advice on how to identify your own skills and achievements. Paul McGee introduces four case studies of typical adults wishing to seek, change, or improve a job. Then comes the meat of the matter – how to write the most persuasive account of yourself without fibbing or distortion.

Writing a CV that WorksThe secret is to spell out all your skills and your achievements in a positive manner. He offers templates which you can use, as well as some good tips for presenting any qualifications or training in the best possible light. Moreover, he doesn’t shy away from the problem of what to do if you haven’t got any qualifications.

He discusses the three main types of CV – chronological, functional, and targetted – and how to organise the information it contains. If you’ve never created a CV before, you’ll be glad to see that he analyses several practical examples, showing their strengths and weaknesses. He also offers suggestions for how they could be improved.

He includes valuable advice on how to analyse job advertisements, and how to compose the covering letter which will accompany your CV. Then comes the part most people find very difficult indeed – Cold Calling, or applying for jobs which haven’t been advertised.

Then finally the picture is rounded off with advice about preparing for and succeeding in an interview. You’ll still need to do a lot of preparation before you get to this stage – but this short guide will help you through each part of the process.

© Roy Johnson 2000

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Paul McGee, Writing a CV that Works, Plymouth: How to Books, 1997, pp.128, ISBN 1857033655


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Writing at Work

May 22, 2009 by Roy Johnson

the basics of business communications

Robert Barrass is the author of Students Must Write. Writing at Work is his latest book, which is aimed at helping people with business communication skills. What he offers is a set of strategies for people who need to write at work – whether they are in administration, commerce, or management. The approach he takes is very practical and straightforward. He emphasises the fact that the act of writing helps you to digest and remember information. In communicating with other people, you should aim for directness, clarity, precision, and simplicity – and the best part of his method is that he shows you how to achieve it.

Writing at WorkOne of the many good features of the book is that he gives real-life examples of poor writing and shows how they might be improved. There’s also a chapter on writing a business letter, with detailed explanations of how to deal with each part – from your address at the top to your signature at the bottom.

There are some excellent checklists which offer detailed steps in preparing, planning, drafting, writing, and editing a piece of work. There’s also a section on language which deals with words which are commonly misused and misunderstood.

He includes a useful chapter on using measurements, diagrams, graphs, and pie charts. This is followed by an account of how to write a report – often a daunting prospect for even the most experienced writer. The same is true of the minutes of meetings, which he also covers.

He ends with a chapter called ‘Talking at Work’. This covers spoken communication on the phone, in meetings, in interviews, and making presentations.

If you work in an admin office, a school or university, the town hall, or especially a government information office – then this book will help you to express yourself more effectively.

© Roy Johnson 2003

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Robert Barrass, Writing at Work: A guide to better writing in administration, business and management, London: Routledge, 2002, pp.201, ISBN 0415267536


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Writing Bids and Funding Applications

June 15, 2009 by Roy Johnson

applying for sponsorship and financial support

Many people now work in jobs which rely on funding – from either government or the private sector. Some of them spend a lot of time re-applying for money each year, just to keep themselves in work. This book will be a godsend to those who need help on how to do it effectively. It will also be useful to people seeking sponsorship for their schemes and projects. Writing bids and funding applications is now one way of staying in employment.

Writing Bids and Funding ApplicationsJane Dorner is an experienced writer and researcher who knows her way around information and resources. She’s good at explaining how to do the paperwork, and she’s very good at uncovering resources that are available. She starts off here with what will be the crucial items of advice to most people – how to locate sources of funding to float your new scheme or keep your existing project alive.

Next comes ‘preparing the pitch’ – the important stage of presenting your case on paper. She explains how to make your bid attractive, persuasive, professional, and most of all convincing.

This is followed by a strategy for making bids which can be applied to any circumstance. It tackles thorny issues such as how much money to ask for and how to cost your own time. If you are a freelance worker, you’ll find this section very instructive.

Next she deals with the separate parts of a submission document in great detail – the executive summary, financial statement, references, covering letter, and even how to package the application.

Then there’s advice on how to express and style your bid – with excellent tips on avoiding jargon and vogue terms. Many such bids will be made in partnerships – so she covers that as well.

The book ends with a series of checklists, step procedures, lists of funding bodies, online resources, and agency addresses.

If you are thinking of applying for funding to anybody – from a charity to the European Union – do yourself a favour and buy a copy of this book. It could make the difference between getting the grant or not. Certainly if you follow the advice given here, you will maximise your chances.

© Roy Johnson 2005

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Jane Dorner, Writing Bids and Funding Applications, Oxford: Oxford University Press, 2004, pp.138, ISBN: 0198606753


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Writing Successful Academic Books

May 24, 2010 by Roy Johnson

writing, planning, and commercial skills

What exactly is a successful academic book? One which sells a lot of copies, or one which helps to promote your career? Most people would trade the first success for the long-term benefits of the second. Anthony Haynes starts his guide to scholarly authorship by considering the possible justifications for writing: financial, self-esteem, altruism, and even the desire to learn. But these are all rendered almost redundant by the current climate in the academic world. There is now an overwhelming requirement to publish – unless you want to end up in one of those mind-numbing departments of ‘Maintaining Academic Standards’ or ‘Human Resources and Professional Development’. Writing Successful Academic Books shows you how to avoid such a fate.

Writing Successful Academic BooksHe goes to some length explaining genre – a subject to which any aspiring writer ought to pay attention. For an academic book proposal to be acceptable, it needs to fit into a known category. There’s also a very upbeat account of the current state of digital publishing. His argument is that academic authors have everything to gain from online journals, eBooks, and Print on Demand. He doesn’t touch on Stevan Harnad’s argument for bypassing publishers by self-archiving research directly – but that’s understandable, given that his topic is print publishing.

Possibly the most difficult step on the publication ladder for would-be academic authors is the first rung – that is, successfully pitching a book proposal to an acquisitions editor in the publishing house. He suggests a very rigorous process of preparation for this step – and offers both a template and even more usefull the sample proposal for the book itself he pitched to Cambridge University Press. You can see quite clearly from the quality of the outline why it was successful.

Next comes the contract, which many first-time writers ignore – possibly because they are so relieved to have had their work accepted. His advice is quite clear. You should read the contract carefully, make sure you understand all its content, and even be prepared to ask for changes – some of which he offers as suggestions.

The best part of the book deals with the actual business of writing – that is, the creative activity which will produce the finished work. He’s quite right to emphasise the idea of process rathert thanproduct. Successful writing is not a one-stage activity: it requires preparation, planning, reflection, and a number of drafting stages to produce the text, then edit it and eliminate any flaws. He discusses a variety of strategies for generating the basic text, then shows how it can be edited by reduction, addition, and re-arranged before checking for mistakes.

After these issues of structure and production, he then goes on to consider some of the stylistic niceties of efficient writing – such as tone, choice of lexicon, and the relative elegance with which paragraphs can be started and ended. Much of this sort of thing is covered in other writing guides.

The section of Haynes’ book I found most interesting was how to get a publishable book out of a body of research, or ‘How to turn a dissertation into a monograph’. He outlines three approaches: i) start afresh on something new; ii) make minor revisions and prune the text; and iii) create a new proposal using re-purposed work. He recognises that pressures of acquiring tenure rules out the first, does not recommend the second, and then demonstrates how to make the third successful.

The latter part of the book is taken up with practical matters such as time management and how to deal with editors, proofreaders, indexers, and people who will design and market your book.

I once submitted my doctoral thesis for publication and was dismayed when it was not immediately snapped up. Of course, I can now see why not. I had not done any of the preparatory work of transforming it into a commercial product which is recommended here. If I had read this book then, I wouldn’t have made that mistake. And if you’re in that position now, you can avoid making it by following his advice.

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© Roy Johnson 2010


Anthony Haynes, Writing Successful Academic Books, Cambridge: Cambridge University Press, 2010, pp.175, ISBN: 0521730740


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