- Paperback: 432 pages
- Publisher: John Wiley & Sons; 2nd Edition edition (22 Feb 2000)
- Language English
- ISBN-10: 0471355984
- ISBN-13: 978-0471355984
- Product Dimensions: 23 x 18.6 x 2.6 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,326,223 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Amazon.co.uk Review
The Internet Marketing Plan, subtitled "The Complete Guide to Internet Web Presence", covers much of what you need to know to get your website noticed. You will learn about developing a corporate identity, doing market research, deciding what to put online, promotional activities for your site, bringing all your ideas together into that all-important marketing plan and then actually getting it underway. It's very practical--after all, the main purpose is to help you market your website. Every chapter has lots of real-life examples of websites that illustrate the points made and each concludes with a set of tasks to work through which cumulate into your own marketing plan. Activities throughout the text point to websites to look at for further reading, or give additional things to think about or exercises to try. In general, they add value to the main text in each chapter by encouraging you to think about how it relates to your own website. The book comes with a CD-ROM that includes a spreadsheet to help you budget and a huge list of bookmarks for your Web browser--every website mentioned in the book is here. If you think you've got the next great dot.com idea, The Internet Marketing Plan could help you move from vague outline to practical proposal. --Sandra Vogel
Product Description
A gold mine of forms, templates, and other valuable tools to create a complete Internet marketing plan
The increasing costs and resources needed for the Web make it more critical than ever before to develop a comprehensive marketing plan to manage your Internet presence more effectively. Written by marketing communications expert Kim Bayne, this book provides all the forms, worksheets, templates, and models that you′ll need to create a plan and put it into action immediately! You′ll learn which data you′ll need to gather in order to make informed decisions, how to analyze Internet market statistics, how to address budget issues, and much more.Offering practical guidance, this book also takes you through the necessary steps to implement your plan. You′ll examine how the Internet fits into your overall marketing program includingadvertising and direct–mail campaigns, public relations programs, trade shows, and other activities.
And you′ll learn how to evaluate different Internet marketing measurement tools, what you can do to ensure a successful launch of your program, and how to choose your Internet service options.
The second edition of this highly successful book provides:
∗ The latest technologies and online marketing methods
∗ Worksheets and forms to create an instant marketing program
∗ Real–world examples integrated throughout the chapters
∗ Tools for determining your Internet marketing budget
The CD–ROM provides you with:
∗ All forms and templates from the book
∗ Bookmarks to useful sites
Visit our Web site at www.wiley.com/compbooks/
Visit the author′s Web site at www.internetmarketing.com
The increasing costs and resources needed for the Web make it more critical than ever before to develop a comprehensive marketing plan to manage your Internet presence more effectively. Written by marketing communications expert Kim Bayne, this book provides all the forms, worksheets, templates, and models that you′ll need to create a plan and put it into action immediately! You′ll learn which data you′ll need to gather in order to make informed decisions, how to analyze Internet market statistics, how to address budget issues, and much more.Offering practical guidance, this book also takes you through the necessary steps to implement your plan. You′ll examine how the Internet fits into your overall marketing program includingadvertising and direct–mail campaigns, public relations programs, trade shows, and other activities.
And you′ll learn how to evaluate different Internet marketing measurement tools, what you can do to ensure a successful launch of your program, and how to choose your Internet service options.
The second edition of this highly successful book provides:
∗ The latest technologies and online marketing methods
∗ Worksheets and forms to create an instant marketing program
∗ Real–world examples integrated throughout the chapters
∗ Tools for determining your Internet marketing budget
The CD–ROM provides you with:
∗ All forms and templates from the book
∗ Bookmarks to useful sites
Visit our Web site at www.wiley.com/compbooks/
Visit the author′s Web site at www.internetmarketing.com
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Customer Reviews
Most Helpful Customer Reviews
6 of 7 people found the following review helpful
Format:Paperback
Extensive analysis & advises have been given in this book for begineers as well as for bussines personals, who want to enter into the Ebusiness. Contents has been drafted in well manner to enable everybody to analyse & draft the Internet marketing plan to enter into this field. This is an excellent book specially for MBA students also, who want to persue their career in this field as it advise them from Basic Marketing technique on Internet ,Internet Communication strategies , Marketing research & to measure them etc. Besides this, CD-Rom, coming along with this book , is very much interactive & help the candidate to understand the concepts in a practical way, before they implement those. Overall, author has done full justification by covering almost all area of Internet Marketing in this book.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4 reviews
23 of 26 people found the following review helpful
Very Handy Guide
17 May 2000
Format:Paperback
The second edition of Kim Bayne's "The Internet Marketing Plan" builds on the structure of the earlier edition, and packs more punch, with updated examples, additional subsections and content more relevant to the Internet marketing scenario today. Just as traditional marketing needs a comprehensive marketing plan to succeed, The Internet Marketing Plan shows how a company's online marketing effort can be successful if it is a result of a well thought out Internet marketing plan.
The book along with the accompanying CD-ROM containing templates, spreadsheets, skeletal outlines, and website bookmarks make it an excellent starting point for a newbie in the Internet Marketing business, but it still remains a handy resource for practicing Net marketers.
The book helps the reader create and implement an Internet marketing plan, and measure the results. A step-by-step process helps the reader create a well-structured Internet marketing plan - right from the business overview, to budgets and implementation. Due emphasis is laid on integrating the Internet into the traditional marketing efforts - an often ignored effort of Internet marketing.
2 of 3 people found the following review helpful
Best for Beginners
10 Sep 2001
Format:Paperback
I thought the 2nd edition would be more high level, as well as include RFP templates etc. However, the book is still very basic and really only appropriate for those with little to no knowledge of web site development and promotion. That should be made clearer in the desciption.
2 of 3 people found the following review helpful
For entry-level marketers
16 Oct 2000
Format:Paperback
This book may have some potential for a marketer fresh out of college but it will seem simplistic for the veteran marketer.
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