Birth Of Internet Marketing Communications

( 1 )

Overview

Internet marketing is leading the massive wave of electronic commerce, but contrary to what people think, the internet has been a hard sell right from the start. What were the first critical decisions for marketers and advertisers that locked internet marketing on its current path? Steinbock interviewed dozens of the early key players and finds that the internet had to sell the idea of itself as not just a new media but an entirely new marketspace—that is, a space in the consumer and business-to-business markets ...

See more details below
Other sellers (Hardcover)
  • All (4) from $41.35   
  • New (2) from $131.09   
  • Used (2) from $41.35   
Sending request ...

Overview

Internet marketing is leading the massive wave of electronic commerce, but contrary to what people think, the internet has been a hard sell right from the start. What were the first critical decisions for marketers and advertisers that locked internet marketing on its current path? Steinbock interviewed dozens of the early key players and finds that the internet had to sell the idea of itself as not just a new media but an entirely new marketspace—that is, a space in the consumer and business-to-business markets both. Covering the entire field, Steinbock's unique study proves that regardless of what may come next, it is crucial to understand what came first. His book will be essential for today's marketing, advertising, and internet decision makers, and a fascinating read for business and media watchers everywhere.

Steinbock shows the obstacle and barriers that faced the initial entrepreneurs and user companies, reconstructing the progression of internet marketing from the campaigns in the 1970s and 1980s, and in fact as far back as the 1940s and mid-1950s. He shows that internet marketing really began in business-to-business marketing, and only after AT&T and the Telcos argued that the internet was theoretically impossible and that it would crush American telecommunications if it ever did arrive. Ad agency execs? They hardly noticed the internet until the mid-1990s. Steinbock digs into the proliferation of marketing channels and the details of browsers, home pages, and web sites. He examines technology marketing, relationship marketing, and the connection between the internet, intranets, and marketing channels. In Chapter 4 he lays out the promise of internet marketing, the story of Zima and banner advertising, moving from there to the problems of online branding, online and offline advertising, broadcast hybrids, and online access to community providers. Steinbock ends with a look toward global markets and the war for eyeballs—the similarities and differences between television and the internet. His book is meticulously researched, authoritative, and well illustrated and will have special value for students and teachers in college courses in advertising, marketing, and media studies.

Read More Show Less

Product Details

  • ISBN-13: 9781567203035
  • Publisher: ABC-Clio, LLC
  • Publication date: 6/30/2000
  • Pages: 328
  • Lexile: 1360L (what's this?)
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.75 (d)

Meet the Author

DAN STEINBOCK is Affiliate Researcher for Columbia Institute for Tele-Information (CITI) at Columbia Business School.

Read More Show Less

Table of Contents

Preface
Acknowledgments
1 Prologue: The Crisis Speech 1
2 The First Years: From Home Pages to Websites and Portals 11
From Mass Marketing to Internet Dynamics: The Proliferation of Marketing Channels 13
The Eclipse of Mass Marketing 14
Browsers, Home Pages, and Websites 36
3 Relationship Marketing and Business-to-Business Marketing 59
Technology Marketing: Ideas and Campaigns 60
From Relationship Marketing to Real Time 74
The Internet, Intranets, and Marketing Channels 91
4 Consumer Marketing on the Web 123
The Promise of Interactive Marketing 123
Direct Response and One-to-One Marketing 128
The Story of Zima: From Home Pages to Websites 138
The Story of Banner Advertising: Banners, Direct, and Standardization 155
Mass Marketers Launch Websites 167
5 Ad Banners and Online Communities 183
Problems of Online Branding 183
Online and Offline Advertising 194
Broadcast Hybrids 217
Online Access and Community Providers 223
Toward Ad Networks 246
6 World Wide Web - Global Marketing and Global Marketers 269
Toward Global Markets 270
Epilogue: "The War for Eyeballs" 284
Index 303
Read More Show Less

Customer Reviews

Average Rating 5
( 1 )
Rating Distribution

5 Star

(1)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Posted December 28, 2011

    WOW - Highly Recommended

    Excellent condition!! Arrived faster than I expected. Fantastic transaction !!

    Was this review helpful? Yes  No   Report this review
Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)