World Wide Web Marketing: Integrating the Internet into Your Marketing Strategy

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9780471128434: World Wide Web Marketing: Integrating the Internet into Your Marketing Strategy
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It's no longer the case that the Internet and the World Wide Web are the preserve of people who are simply enamored with the technology. Your competitors are now using the World Wide Web as a very important component of their marketing strategy.

As a marketing professional, you need to learn how to take full advantage of today's hottest new marketing tool—the World Wide Web. The graphical, multimedia part of the Internet, the Web offers marketers an opportunity to reach out to and interact with customers with an immediacy never before possible. Written by Internet marketing guru Jim Sterne and featuring interviews with marketing managers at Sun, Hewlett-Packard, and other high-profile companies, World Wide Web Marketing introduces you to state-of-the-art Web marketing techniques. You'll find out what works and what doesn't and how to integrate the Web into your overall marketing and business plans.

This book will tell you:

  • Who is on the Internet
  • What Internet marketing can do for you
  • Where to locate valuable resources
  • When to promote your products on-line
  • Why Internet marketing works

You will learn to use the Internet to:

  • Attract new customers
  • Shorten your sales cycle
  • Increase your revenues
  • Improve your customer service
  • Conduct market research

Written by a marketer for marketers, World Wide Web Marketing tells you how to tap the full commercial potential of the Internet—clearly, simply, and without a lot of technobabble.

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Review:

Businesses are jumping on the Web at lightning speed -- but being first and being best are very different. This is a non-technical but very useful book written by a marketer, for marketers. No nonsense, no technobabble, and plenty of real-world case studies.

  • Introduces executives to the World Wide Web
  • Helps marketers set realistic goals for online marketing
  • Explains how to create interesting and interactive Web pages
  • Teaches how to get useful feedback and provide customer service
  • Examines the future of online marketing
In a world crowded by thousand-page Internet books, this marketing-oriented title is the choice for anyone who wants to spend more time doing business than turning pages. Imbued with a practical perspective, and filled with advanced marketing techniques.

From the Publisher:

Written for the marketing professional, this book shows how to use the World Wide Web on the Internet to promote products and services and how to create a corporate Web site. Uses screen shots of the latest Web sites to demonstrate what works and what doesn't. Feature interviews with marketing professionals who have extensive experience on the Internet. Includes specific examples of winning techniques which will make a marketing professional successful.

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Jim Sterne
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