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Now in its third edition, Jim Sterne’s book has established itself as a best
selling guide to applying classic marketing principles to the web. Writing in an accessible, non-technical style, he explains
how to harness the potential of the Internet effectively with the customer in mind.
Substantially revised and restructured, this new edition starts with the basics of the
web and the role that a business web site should take. The emphasis
is then focused on customer needs and how a web presence can meet
these, from excellent customer service initiatives, to making your
web site easy to use and interactive.
Sterne has clearly reflected the changes in the use and
application of the web since he wrote the last edition and so even
if you own the earlier version, this new version has plenty of new
material to make it worthwhile updating your reference material.
It's full of current buzz-words, like 'value added' services, personalisation and CRM techniques, but written in a no-nonsense manner with plenty of illustrated examples of good and
bad practices.
The book covers online marketing techniques within one section, with brief coverage of search engine placement,
links, banner adverts, sponsorship and the like, yet the book is strongest in supporting the groundwork of a successful website and then measuring its
success.
The book concludes with a look to the future and how new techniques will impact the marketing
approach. This is another section that has had to noticeably change
since the last edition and no doubt some of these new predictions will have moved forward into the earlier sections of the book
again by the time the fourth edition appears!
Further information: http://www.wiley.com/compbooks/
Buy at a discount from Amazon.co.uk
Other internet marketing titles we have reviewed:
- 101 Ways to Promote your Web Site, by Susan Sweeney
- Advertising on the Internet, by Steven Armstrong
- Business-to-Business Internet Marketing, by Barry Silverstein
- e-PR, by Matt Haig
- Internet Marketing for Less than $500/Year, by Marcia Yudkin
- Marketing on the Internet, by Jan Zimmerman
- Marketing With E-Mail, by Shannon Kinnard
- Net Words, by Nick Usborne
- Poor Richard's E-Mail Publishing, by Chris Pirillo
- Poor Richard's Internet Marketing and Promotions, by Peter Kent and Tara Calishain
- Search Engine Positioning, by Frederick Marckini
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