Customer Reviews

Electronic Marketing

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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.

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.

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

Due to the advanced technology, marketers should also think about market products and services through electronic methods. This includes Internet, Web, Email, FAX back systems, CD-ROM and other media. This book gives out some ideas if hands-on experts and industry leaders. It is valuable to read.

We are a small child care center, but Margo Komenar's book and website helped us do big things on the web. We keep it in our office library as as source of ideas for us and our parents.