Electronic Marketing [Paperback]

Margo Komenar (Author)

Book Description

ISBN-10: 0471155535 | ISBN-13: 978-0471155539 | Publication Date: November 1996 | Edition: 1

Find out how a marketing plan that integrates both conventional and electronic marketing methods will help you get the most out of your marketing dollar and increase your business. Learn proven marketing techniques that take strategic advantage of the commercial online and Internet services, fax-on-demand systems, e-mail, multimedia CD-ROM demos and catalogs, interactive kiosks, and the Internet.

Margo Komenar has assembled a team of top marketing and technology experts who reveal their successes and failures. They clearly explain key electronic marketing technologies and techniques and show you how to get the most out of your marketing budget. In this book you'll also find out:

• What questions you should answer before launching products and services into the new electronic marketing channels. Real-life applications and case examples include HotWired, KidSoft, Levi Strauss, Yahoo!, Ralph Lauren, and Chrysler Plymouth.
• The copyright, patent, and trademark laws; trade secrets; and rules for the Internet that apply to electronic marketing.
• Everything you should know about interactive advertising from experts like Saatchi & Saatchi, Ketchum Interactive, and CKS/Interactive.
• What market leaders like VISA, Schlumberger, and Mondex have to say about the technologies and marketing potential of debit cards, the electronic purse, and smart cards.
• How to develop and design effective interactive kiosks with examples from Levi's(r)501(r)Jeans, Reebok On Tour, multimedia telephones, and the Missouri Botanical Gardens Online.

Throughout the book, you'll find excerpts from over seventy interviews that the author conducted with industry leaders like Michael Rogers of Newsweek Interactive; SoftBank Interactive Marketing's President and COO, Ted West; and representatives from IBM, America Online, Prodigy, CompuServe, Internet Shopping Network, and American Airlines.

Editorial Reviews

From the Publisher

The Internet is just a weapon in the electronic marketing arsenal; others include e-mail, commercial online services, fax-back systems, multimedia, and CD-ROM demos. Offering comprehensive, hands-on technical information, this book gathers the insights of a panel of professional marketers who explore this entire electronic marketing mix. The emphasis is on integrating these techniques into an overall marketing plan. In-depth case studies chronicle both successful and failed electronic marketing ventures.

From the Back Cover

Find out how a marketing plan that integrates both conventional and electronic marketing methods will help you get the most out of your marketing dollar and increase your business. Learn proven marketing techniques that take strategic advantage of the commercial online and Internet services, fax-on-demand systems, e-mail, multimedia CD-ROM demos and catalogs, interactive kiosks, and the Internet.

Margo Komenar has assembled a team of top marketing and technology experts who reveal their successes and failures. They clearly explain key electronic marketing technologies and techniques and show you how to get the most out of your marketing budget. In this book you'll also find out: What questions you should answer before launching products and services into the new electronic marketing channels. Real-life applications and case examples include HotWired, KidSoft, Levi Strauss, Yahoo!, Ralph Lauren, and Chrysler Plymouth. The copyright, patent, and trademark laws; trade secrets; and rules for the Internet that apply to electronic marketing. Everything you should know about interactive advertising from experts like Saatchi & Saatchi, Ketchum Interactive, and CKS/Interactive. What market leaders like VISA, Schlumberger, and Mondex have to say about the technologies and marketing potential of debit cards, the electronic purse, and smart cards. How to develop and design effective interactive kiosks with examples from Levi's(r)501(r)Jeans, Reebok On Tour, multimedia telephones, and the Missouri Botanical Gardens Online.

Throughout the book, you'll find excerpts from over seventy interviews that the author conducted with industry leaders like Michael Rogers of Newsweek Interactive; SoftBank Interactive Marketing's President and COO, Ted West; and representatives from IBM, America Online, Prodigy, CompuServe, Internet Shopping Network, and American Airlines.

See all Editorial Reviews

Product Details

• Paperback: 576 pages
• Publisher: Wiley; 1 edition (November 1996)
• Language: English
• ISBN-10: 0471155535
• ISBN-13: 978-0471155539
• Product Dimensions: 9.1 x 7.5 x 1.4 inches
• Shipping Weight: 2.3 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #2,683,793 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

5.0 out of 5 stars A thorough, engaging and well-researched guide., March 23, 1998

By 

Debra Kahn Schofield ([e-mail]) (San Francisco, CA) - See all my reviews

This review is from: Electronic Marketing (Paperback)

If you could read only one book before launching a product in the online marketplace, Margo Komenar's "Electronic Marketing" should top the list. This thorough, engaging and well-researched guide will help you navigate the tangled web that is the global electronic marketplace. Komenar wrote several of the sections chapters and had experts contribute chapters pertaining to their specialties. The book covers basic marketing principles, promotional strategies, and advertising concepts as they apply to the electronic realm. Legal issues are explored in-depth in a chapter written by two multimedia lawyers. In the chapter "Interactive Advertising," Komenar provides case studies and interviews with leaders in the field. The highly actionable chapter discusses the transformation in the way business is conducted in light of technological advances. Other useful chapters cover fax-on-demand, smart cards, and interactive kiosks. Each of these products and services are described in great detail and rationales for their implementation are described. In the chapter "Marketing Opportunities on the Commercial Online Services," Komenar reviews the past, present and future possibilities open to the intrepid online entrepreneur. The succeeding chapter explores business and marketing opportunities on the Internet. Here, customer service and support, reseller relationships, multimedia delivery, interactivity, database-driven information, and many other topics are discussed. Komenar ties up the wealth of information with two final chapters on how businesses use electronic marketing and what lies ahead for today's industry leaders. These case studies are fascinating reading: informative and inspiring. I would highly recommend this book to anyone entering the electronic marketing arena.

2 of 2 people found the following review helpful:

5.0 out of 5 stars A comprehensive guide to contemporary marketing planning, January 22, 1998

By 

Drew Henderson "drewson" (Bethel, CT USA) - See all my reviews
(REAL NAME)   

This review is from: Electronic Marketing (Paperback)

With the vast majority of Web sites providing "Internet Brochure Marketing" the new millennium has new rules for marketing success. This book takes a comprehensive look at all of the currently available "electronic media" available to market, sell and service products and services. Subjects include the Internet, Web, Email, FAX back systems, CD-ROM and other media. This book has a synergistic approach to evaluating marketing methods in general and guides the reader through the process of understanding the roll of "electronic marketing" within the larger context of an overall marketing plan. The book contains a compilation of interviews and writings from many hands-on experts and industry leaders. Easy to read and very engrossing if you are confronted with making decisions on where to spend on the different marketing vehicles available today.

2 of 2 people found the following review helpful:

5.0 out of 5 stars A serious guide to the whole shebang!, September 1, 1997

By A Customer

This review is from: Electronic Marketing (Paperback)

Very thorough and well rounded guide to electronic marketing. I like the way it treats the internet as just one of the tools to utilize and should be a required read for anyone who thinks that building a company through the internet is a simple step by step process of plug - in systems and methods. The internet is only one tool and she shows that to grow a company using electronic marketing is usually a very detailed process. I like that she has so many experts giving their first - hand knowledge. The tone is professional and thorough. Required reading if you are getting into this field for business reasons and understand that knowing your field is essential to starting a new business