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Posted July 18, 2000
Full disclosure: I've known Roger Parker since the '80s. One of the first times we worked together--he the writer, I the editor--William Zinsser's name came up. Zinsser's the author of the celebrated 'On Writing Well.' Roger and I immediately connected--turned out we had both met him, spent some time with him, and had of course meditated on his intelligent writing guide. Roger Parker, in his new 'Relationship Marketing on the Internet,' is probably making his mentor William Zinsser shudder with the trendy words that make up that title. Be that as it may, Roger's new book remains loyal to Bill Zinsser's gentle mandate to make the thought clear. Roger cuts through the Internet kudzu with time-tested marketing plans. By studying Parker's easy-to-read strategies, one can turn a Web site that is currently not much more than a highway billboard (with cars speeding by it) to the most interactive business tool since the face-to-face meeting. Speaking of interactive, Parker also assigns e-mail its deserved central role in creating loyal customers. In tandem with a Web site's own information ('meaningful content' in Parker's words), the exchange of information is a vital component often lost on businesses on the Internet. Even though his many examples and 29 detailed case studies do not include my own field--publishing--I found his unique perspective of combining relationship marketing and the Internet very helpful in developing and fine-tuning a profitable Web site.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 2, 2000
For years, as the owner of a successful retail firm installing top-of-the-line home theater systems up and down the East Coast, I've been struggling with the question of how to make the Internet work for me. Roger C. Parker's 'Relationship Marketing on the Internet' outlines a strategy that allows us to keep in close touch with the niche market that can afford and appreciate the systems we sell. The individual case studies bring a sense of reality to what can otherwise be a subject that's hard to nail down. The book is on target, first-rate, and an enjoyable read. I bought another copy for the people who handle our marketing including our web strategy.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted June 30, 2000
It can be near-catastrophic for an organization to find that, after spending thousands of dollars developing a site, there is some strategic flaw in the reasoning behind it. In ¿Relationship Marketing On The Internet¿ Roger C. Parker lays out the why, what, and how of real-world web design ¿ less theory and more hands-on, step-by-step detail with lots of streetwise tips, worksheets, and case studies. It¿s great to see someone with Parker¿s extensive experience in conventional advertising and design provide such a clear, insightful overview of this powerful new medium.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted June 26, 2000
Finally, a book on website marketing and promotion that's more than 'search engine secrets'! I think I'm like a lot of people, in that I'm trying my hand at e-commerce, but I don't have much business training. I get sucked into judging the success of my websites by how much traffic they are generating, rather than how many actual customers I have. This book is not only filled with useful information that's easy to read and digest, it concentrates on how to build and market to a solid customer base, rather than how to simply make your website counter tick faster. I've been a fan of Roger C. Parker for years, and this book doesn't disappoint. His writing style is easy to understand and easy to follow. Marketing is usually pretty 'dry' material, but Roger's writing style makes this a real page-turner. I learned a lot.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted June 18, 2000
I found this book to be a very practical guide on how to improve your internet marketing techniques. Roger Parker has even included a month-by-month section to help your evolve your web site and internet marketing efforts to a higher level of customer relationships. This book is written in an easy to read style that does not require you to be an expert in internet to understand and apply the concepts. I was particularily engaged in the discussion of how to turn your customers into advocates for your web site and your company, allowing your to use existing customers as part of your promotional strategy. This book also has a large number of case studies and actual examples than you will find in most internet marketing books in print today. The author does not just focus on one industry or type of business, but gives direct application examples for all types of companies.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.