| World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition | 
| Author: Jim Sterne
Publisher: Wiley
Category: Book
List Price: $34.99
Buy New: $7.65
You Save: $27.34 (78%)
Buy New/Used from $1.05
Avg. Customer Rating:   (6 reviews)
Sales Rank: 697782
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Edition: 3
Number Of Items: 1
Pages: 432
Shipping Weight (lbs): 1.7
Dimensions (in): 9.1 x 7.4 x 1
ISBN: 0471416215
Dewey Decimal Number: 658.84
EAN: 9780471416210
ASIN: 0471416215
Publication Date: June 4, 2001
Availability: Usually ships in 1-2 business days
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Product Description
Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including: - Interactivity
- Affiliate marketing
- Using B2B technology to sell through resellers
- Wireless marketing
- eMetrics, or how to measure online marketing strategies
- Data mining techniques
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| Customer Reviews: Read 1 more reviews...
 Less than inspiring content January 20, 2005
2 out of 2 found this review helpful
If you have a solid insight into the Web, there's no need to purchase this book. Many of the examples are dated and overly simplistic for readers looking to walk away with greater insights about the Web.
 Almost Obsolete June 9, 2004
1 out of 1 found this review helpful
Most of the URLs and principles mentioned in the book went back to 2000, and they are no longer valid. I feel that an update is needed. It does have many great ideas, and the book is easy to read. Hope to see a new edition soon.
 A complete how-to book to determine the success of a Web sit April 5, 2004
A complete how-to book to determine the success of a Web site. It clearly explains how to use metrics to quantify business goals. The tools, services, and techniques for measurement described in the book will be helpful for any e-business or other company with an Internet presence. A must-read
A very good Web marketing book March 28, 2002
11 out of 12 found this review helpful
This is one of the better books I've read on Web marketing. Some of Sterne's best advice comes in Chapter 1 when he writes, "Having a site that's cool and looks sharp is fine if that's all your target market is really after. The game, though, will go to those who come up with unique services. If you have to choose between fun, interesting, or useful, useful wins. Every time. Hands down."Sterne starts the book talking about the basic questions in marketing: What are you trying to sell? Who are you trying to sell it to? And, what do they really want? He gives some good advice on working through the process of answering these questions and relates these issues well to Web related marketing. Chapter 3 is a great chapter on usability issues. It's refreshing to see a marketing guy like Sterne give so much attention to usability. There are ample references to Jakob Nielsen's research into usability issues, mixed with Sterne's own good thinking on the subject. In the middle chapters of the book, Sterne talks about the different ways to effectively use the unique aspects of the Web --interactivity and personalization -- to market to your customers. I particularly liked his discussion of interactivity and flow in Chapter 4. He then goes on to discuss the use of the Web to do customer management and dedicates a whole chapter to partner relationship management. These are probably my least favorite sections of the book. He does give some good examples of companies effectively using the Web for this purpose, but I don't think the chapters on CRM and PRM where very thorough or insightful. The last few chapters are dedicated to measuring the effectiveness of your Web marketing effort, managing your site, and what the future holds. In the chapter on measuring effectiveness, Sterne talks about the cost to reach and ultimately acquire a customer through your marketing efforts. The following information on Web log analysis was kind of thin, but Sterne does do a pretty good job discussing "The Softer Side of Assessment" like measuring customer satisfaction and reputation management. The chapter on managing your site was thin at best. For site management, I'd recommend Jessica Burdman's book, "Collaborative Web Development: Strategies and Best Practices for Web Teams." Overall, I'd give Sterne an A on this book effort. The first half of the book is very, very good. The last few chapters felt somewhat rushed. Granted, Sterne picked some chapter topics that should be book topics, but even the summarized information didn't seem well put together. Maybe Jim was getting tired, or maybe I was getting tired. I finished reading this book on a red-eye flight home.
Great Book October 26, 2001
1 out of 1 found this review helpful
This is one of the better books I've read on internet marketing. I really recommend this book for anyone who is getting into this web marketing arena.
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