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
     
 

ISBN-10: 0471416215

ISBN-13: 9780471416210

Pub. Date: 06/21/2001

Publisher: Wiley

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an

Overview

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including:

  • Interactivity
  • Affiliate marketing
  • Using B2B technology to sell through resellers
  • Wireless marketing
  • eMetrics, or how to measure online marketing strategies
  • Data mining techniques

Product Details

ISBN-13:
9780471416210
Publisher:
Wiley
Publication date:
06/21/2001
Edition description:
REV
Pages:
432
Product dimensions:
7.52(w) x 9.20(h) x 0.98(d)

Related Subjects

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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