Amazon.co.uk Review
Jim Sterne was running seminars on the benefits of Internet marketing way back in 1994 when most companies were still replacing their typewriters with PCs. When someone with these credentials says: "Be on the net or be out of business", you have to take notice. Even Tony Blair is jumping on the bandwagon.
This book is a must have for anyone wanting to raise their corporate presence on the web. It takes readers step by step through the marketing process and shows how to apply these techniques to a relatively new medium from developing customer relationships by tailoring content and getting feedback on the site and services to advertising online and making the most of search engines. Find out why Apple's site failed with their jibe at Intel or how FedEx made customer service history with online tracking. It's an entertaining look at web prizes and pitfalls that even the big corporations fall into.
This is the second edition of World Wide Web Marketing and has been completely revised with new case studies and examples. Jim Sterne has a conversational tone that makes you feel like you are chatting to a particularly knowledgeable friend rather than a techie. Any newly crowned webmaster should read this before setting out on the long walk into cyberspace. --Kristen Bowditch
Product Description
"A classic in an industry where classics are rare. This is the most well–rounded tutorial on Web marketing ever written."–Kristin Zhivago, Editor of Marketing Technology Columnist for Marketing Computers and President of Zhivago Marketing Partners, Inc. The bestselling guide to everything you ever needed to know about online marketing–fully updated and better than ever! World Wide Web Marketing, Second Edition Online marketing guru Jim Sterne shows you how to apply classic marketing principles to the Internet. He also explains how to take full advantage of the exciting new marketing opportunities presented by the latest Web technologies. Writing for non–techies, he provides just enough technical detail to help you understand the Web′s vast potential as a marketing medium without over–whelming you. In straightforward language, supplemented with fascinating case studies, he tells you what you need to know to:
∗ Develop relationships with valued customers and build brand loyalty
∗ Use personalization tools that tailor content to individual users
∗ Mine valuable information about customers
∗ Use state–of–the–art select marketing techniques
∗ Advertise your site online and through traditional media
∗ Make the most of search engines and push technology
∗ Use banner advertising
∗ Measure the success of online marketing initiatives
Wiley Computer Publishing. Timely. Practical. Reliable. Visit our Web site at www.wiley.com/compbooks/
