Business-to-business Internet Marketing - Softcover

Silverstein, Barry

9781885068354: Business-to-business Internet Marketing

Softcover

ISBN 10: 1885068352 ISBN 13: 9781885068354

Publisher: INGRAM BOOK COMPANY, 1999

This book shows you how to effectively apply proven direct marketing principles to the new world of business-to-business Internet marketing -- today's fastest growing segment of online commerce. This practical yet forward-thinking blueprint for success is packed with examples and real-world advice. You'll learn -- step by step -- five proven strategies for increasing profits by direct marketing to businesses over the Internet. Included with the book is a user ID and password necessary for accessing the companion Web site which provides up-to-the-minute Internet marketing news, updates to the book, expanded information, and other helpful online marketing resources. This book/Web site combination is unbeatable!

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Review:

This "crash course" in business-to-business marketing is an excellent introduction for the newcomer and a worthwhile refresher for the veteran. Barry Silverstein is convinced that the Internet will soon replace direct mail as the primary vehicle for business-to-business direct marketing. Silverstein doesn't promote spam, but discusses how the Internet has changed marketing and how principles of sound direct marketing can be applied to the Internet in fresh ways.

Silverstein presents dozens of techniques than can be applied to five major strategies, each invaluable in building business profitability. The first is a set of techniques for generating and qualifying leads online. Next, he demonstrates approaches to using Internet events as means to promote products and services. Then he discusses using the Internet's advantages in delivering instant-fulfillment service. The ins and outs of generating orders over the Net come next, followed by the means of using the Internet to build and solidify relationships with your customers. Silverstein backs up his points with excellent real-world examples and a variety of case studies. He closes his presentation with an action plan to help you put his techniques to work in your organization. A series of appendices guides you to additional resources. --Elizabeth Lewis

From the Publisher:

Included with this Second Edition of the best-selling book, Business-to-Business Internet Marketing, is a User ID and password necessary for accessing the companion Web site, which provides updates, additional resources, and illustrated case studies from the book. This book/Web site combination is unbeatable!

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