Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing [Paperback]

Barry Silverstein (Author)

Book Description

Publication Date: November 2000

Specific examples and illustrative case studies show marketers how to enhance the business-to-business segment of direct marketing through the Internet and take full advantage of this new, more powerful form of interactive marketing. Included are strategies and tactics for enhancing lead generation, event marketing, fulfillment, order generation, and customer relationship programs.

Editorial Reviews

Amazon.com Review

This "crash course" in business-to-business marketing is an excellent introduction for the newcomer and a worthwhile refresher for the veteran. Barry Silverstein is convinced that the Internet will soon replace direct mail as the primary vehicle for business-to-business direct marketing. Silverstein doesn't promote spam, but discusses how the Internet has changed marketing and how principles of sound direct marketing can be applied to the Internet in fresh ways.

Silverstein presents dozens of techniques than can be applied to five major strategies, each invaluable in building business profitability. The first is a set of techniques for generating and qualifying leads online. Next, he demonstrates approaches to using Internet events as means to promote products and services. Then he discusses using the Internet's advantages in delivering instant-fulfillment service. The ins and outs of generating orders over the Net come next, followed by the means of using the Internet to build and solidify relationships with your customers. Silverstein backs up his points with excellent real-world examples and a variety of case studies. He closes his presentation with an action plan to help you put his techniques to work in your organization. A series of appendices guides you to additional resources. --Elizabeth Lewis --This text refers to an alternate Paperback edition.

Review

"A trail blazed through a new frontier that will save many false starts and much wasted time." -- Dick Shaver, president, Center for Consumer Guided Marketing

"Required reading for any Web marketer . . . chapter on 'Generating and Qualifying Leads' is alone worth the price of the book." -- Deborah Fischer-Brown, director of advertising and direct marketing, Sun Microsystems

See all Editorial Reviews

Product Details

• Paperback: 492 pages
• Publisher: Maximum Pr; 3rd edition (November 2000)
• Language: English
• ISBN-10: 5246016501
• ISBN-13: 978-5246016503
• ASIN: 1885068506
• Product Dimensions: 8.9 x 7 x 1.2 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 3.9 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #5,267,262 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

14 of 16 people found the following review helpful:

2.0 out of 5 stars Comprehensive but Basic & Boring, June 16, 2000

By 

Wan Li Zhu - See all my reviews

This review is from: Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing (Paperback)

A good book for beginners, but not for anyone with at least a few months of marketing experience. All chapters have good summaries and occasional case studies. I've been doing marketing for about 2 years and find some of the general strategies helpful. For example, he advises using call-to-action strategies, but doesn't go into details about the tricks of the implementation. Also, the first chapter on direct marketing is excellent in that it ties in well conceptually with internet marketing. Overall, I would say not worth your time if you're a professional, skim it if you've had some experience, and a good buy if you're an absolute beginner.

16 of 19 people found the following review helpful:

5.0 out of 5 stars Outstanding book and terrific companion Web site, February 12, 2000

By A Customer

This review is from: Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing (Paperback)

This is an outstanding book. It covers 7 specific b-to-b Internet marketing strategies in detail with plenty of real-world examples. It's one of the best books on the topic. The companion site is a real bonus - it has a "living table of contents" with links to every site mentioned in the book, plus an exhaustive resources section. Highly recommended!

13 of 15 people found the following review helpful:

4.0 out of 5 stars Versatility of B2B Internet Marketing, July 2, 2000

By 

Serge J. Van Steenkiste (Atlanta, GA) - See all my reviews
(REAL NAME)   

This review is from: Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing (Paperback)

This book starts with a very good refresher course in B2B direct marketing. Barry Silverstein then covers seven different B2B Internet direct marketing strategies for increasing profits in a luxury of details. The companion site is a good complement to the book for that purpose. Barry Silverstein is very good at generating ideas that both beginners and experienced marketers could use for building marketing programs. The author gives some ROI applications to illustrate his point. Unfortunately, Barry Silverstein does not give screenshots of good and bad direct marketing applications. To paraphrase Jakob Nielsen at the beginning of his last book, "Designing Web Usability: The Practice of Simplicity", the reason to give those screenshots is not to criticize or praise specific sites, companies, designers or marketers. The screenshots are used to illustrate direct marketing techniques because it is difficult to understand abstract theory without concrete examples. Unlike Arthur Hughes in his last book, "Strategic Database Marketing", Barry Silverstein seems to limit his description of case studies to success stories. One of the main goals of a reference book is to help other marketers avoid making the same mistakes again and again. Despite those shortcomings, Business-to-Business Internet Marketing is currently the leading authority on the subject.