Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing - Softcover

Barry D. Silverstein

Softcover

ISBN 10: 1885068506 ISBN 13: 9781885068507

Publisher: Maximum Press, 2000

Synopsis

Specific examples and illustrative case studies show marketers how to enhance the business-to-business segment of direct marketing through the Internet and take full advantage of this new, more powerful form of interactive marketing. Included are strategies and tactics for enhancing lead generation, event marketing, fulfillment, order generation, and customer relationship programs.

About this title

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!

About this edition

• Publisher: Maximum Press
• Publication date: 2000
• ISBN 10: 1885068506
• ISBN 13: 9781885068507
• Binding: Paperback
• Edition number: 3
• Number of pages: 492