World Wide Web Marketing: Integrating the Web into Your Marketing Strategy / Edition 3

World Wide Web Marketing: Integrating the Web into Your Marketing Strategy / Edition 3

by Jim Sterne
     
 

"Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!"-Seth Godin, author, Permission Marketing

"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."-Kristin Zhivago, Editor of Marketing Technology, Columnist for

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Overview

"Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!"-Seth Godin, author, Permission Marketing

"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."-Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc.

Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium!

World Wide Web Marketing
Third Edition

Online marketing guru Jim Sterne has updated his bestselling guide to help marketing, advertising, and publicity professionals keep pace with the rapid growth of the online marketing industry. Completely revised and expanded to provide you with the latest tools and opportunities that exist on the Internet, this exceptional guide gives you the keys to understanding how to maximize your organization's Web marketing initiatives. You'll get an arsenal of online marketing tools and learn how to use them for your specific needs, whether for direct sales, reducing the cost of customer service, or creating and selling new services.

Jim Sterne walks you through everything you need to know to succeed in today's competitive online world, including:

? Why Web navigation and interaction are important to your customers and your brand

? Identifying Web marketing goals, brainstorming new ideas, and prioritizing projects

? Online channel conflict and online channel convergence

? How to get as many people to visit your site as possible

? E-metrics-how to measure online marketing strategies

? Running a site from the business angle

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Product Details

ISBN-13:
9780471416210
Publisher:
Wiley
Publication date:
06/21/2001
Edition description:
REV
Pages:
432
Product dimensions:
9.25(w) x 7.50(h) x 0.89(d)

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Table of Contents

Acknowledgments.

About the Author.

Introduction.

Using the World Wide Web for Marketing—What Are You Trying to Accomplish?

Customer Service First.

The Usable Web—Be Kind to Your Users.

Interactivity Goes with the Flow.

Selling Services.

Feedback.

Value-Added Marketing—It's Personal.

Personalization—Getting to Know You.

Professional Personalization—Extranets and Customer Relationship Management.

Partner Relationship Management.

Attracting Attention.

Measure for Measure.

Managing Your Site and Your Sanity.

Looking toward the Future.

Index.

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