Principles of Internet Marketing - Hardcover

Hanson, Ward

Hardcover

ISBN 10: 0538875739 ISBN 13: 9780538875738

Publisher: South-Western College Pub, 1999

Synopsis

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy.

About this title

About the Author:

Dr. Ward Hanson is a member of the Stanford Institute for Economic Policy Research, where he is a Fellow and Policy Forum Director. Previous faculty positions include the Stanford Graduate School of Business, Purdue University Krannert School of Management, and the University of Chicago Graduate School of Business. He is an adviser, expert witness, and consultant to leading firms in Silicon Valley and beyond. He has a Masters and Ph.D. in Economics from Stanford University and a B.A. from the University of Wisconsin-Madison. Dr. Hanson analyzes the economics and marketing of new technology. His current areas of Internet research include governmental policy choices and their impact on the Internet, the rise of individualization as a general purpose technology, and quantitative models of online business. Other research interests include product line pricing, competitive strategy, and the diffusion of innovative energy alternatives. Professor Hanson created the first Stanford Graduate School of Business Internet marketing class in 1996 (one of the first in the world and repeated many times), pioneered an online version of the class in 2000, teaches a course on the economics of the Internet, and is developing a class in the use of online tools for policy analysis and persuasion. His previous book, Principles of Internet Marketing, has been adopted worldwide and translated into multiple languages, including Chinese, Italian, Japanese, Russian, and Spanish. Offline, he enjoys golf, cycling, political debates, and family.

Review:

I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure... I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!

This textbook is required for my E-commerce class. The book provides a comparison of the Internet to other industries which had uncertain futures, such as radio and electricity and how those industries grew. It also analyzes the some of ways companies are using the Internet to reduce costs. The book also explains some of the ways companies are using the Internet to create a competitive advantage.

About this edition

• Publisher: South-Western College Pub
• Publication date: 1999
• ISBN 10: 0538875739
• ISBN 13: 9780538875738
• Binding: Hardcover
• Edition number: 1
• Number of pages: 496