Essential Business Tactics for the Net, 2nd Edition [Paperback]

Eileen Shulock (Author), Larry Chase (Author)

Book Description

ISBN-10: 0471403970 | ISBN-13: 978-0471403975 | Publication Date: March 22, 2001 | Edition: 2

How to exploit the Web's full potential for cutting costs and increasing profits in large and small businesses
This new edition of Internet-marketing guru Larry Chase's bestselling guide is packed with practical information for businesses of all sizes on how to use the Internet to slash operating costs and increase revenue. Readers learn how to save on everything from printing and shipping to travel and employee recruitment. They get useful tips on how to use the Web to test new products, services, and concepts while increasing customer loyalty, along with cutting-edge techniques for mining valuable information about competitors, current customers, and future prospects. Readers will also learn up-to-the-minute Web strategies for building brand identity, zeroing in on target audiences, B2B strategies, and devising and implementing direct marketing and sales support services.

Editorial Reviews

Amazon.com Review

This book gives businesspeople the know-how they need to do business on the Net. Author Larry Chase divides the book into two parts: one for using the Net within your business and the other for marketing it on the Net. Chase shares his extensive experience, offering solid advice to help even a novice approach the Net with savvy.

In short order, Chase shows you how to integrate the Net into your business, using Net services to cut costs and get information fast. He displays dozens of ways to reduce overhead, from sending faxes over the Net to distributing documents by e-mail instead of print. An excellent chapter lists the finer points of using the Net to locate and recruit employees. The book also features the best ways to make use of the Net's information gold mine, including how to gather corporate intelligence on your competitors. The author thoughtfully presents ways to keep yourself anonymous while looking at the competition.

It becomes clear that the author is a seasoned professional when he describes how to bring your business to the Web and how to market it. He advises you to avoid the temptation of spam and to keep the splashy graphics on your Web pages to a minimum. He also addresses sales support, public relations, selling retail, promotions, and more. The book ends with a dozen useful closing tips. --Elizabeth Lewis --This text refers to an out of print or unavailable edition of this title.

From Library Journal

Chase calls this a "why-bother" rather than a "how-to" book, but there is plenty of practical help for Internet novices to be found amid the discussion of issues. An Internet consultant to major corporations since 1993 and publisher of Web Digest for Marketers, Chase is qualified to give both types of advice. He discusses using the Internet to cut costs and improve competitiveness, to develop human resources, to track employees and spy on competitors, as well as to set up an online shop and attract new business. A first chapter can be found on his web site . For most collections.
Copyright 1998 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 336 pages
• Publisher: Wiley; 2 edition (March 22, 2001)
• Language: English
• ISBN-10: 0471403970
• ISBN-13: 978-0471403975
• Product Dimensions: 9 x 7.5 x 1 inches
• Shipping Weight: 1.5 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (29 customer reviews)
• Amazon Best Sellers Rank: #2,864,534 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

12 of 14 people found the following review helpful:

5.0 out of 5 stars Chase Packs Net Mktg Expertise in New Book, August 8, 1999

By 

Rick Bruner "Internet marketing guy" (New York, NY USA) - See all my reviews

This review is from: Essential Business Tactics for the Net (Mecklermedia) (Paperback)

Larry Chase's email newsletter, Web Digest for Marketers, has long been an essential read for both experts and newcomers to e-business. His new book does an excellent job of packaging his expertise on the complex and fast-chaning topic of selling and marketing online. As the author of a popular book on the subject myself -- Net Results: Web Marketing That Works -- I appreciate the clarity of Larry's insights about the Net's power for competitive research, customer data mining, promotions and more.

11 of 13 people found the following review helpful:

5.0 out of 5 stars Implements strong marketing principles relevant to the net!, October 27, 1999

By 

Nradv (United States) - See all my reviews

This review is from: Essential Business Tactics for the Net (Mecklermedia) (Paperback)

No whiz-bang gen-x mindset stuff here. Useful easy to understand business and marketing practices that are current and relevant to the net. This book will give you a practical and educational edge. Definately useful, easy reading helps too.

4 of 4 people found the following review helpful:

3.0 out of 5 stars Don't expect too much, July 1, 2001

By 

Fernando Rodriguez (Madrid, Spain) - See all my reviews
(REAL NAME)   

This review is from: Essential Business Tactics for the Net (Mecklermedia) (Paperback)

The book is useful, but very basic. If you are a true web nerd ;-), you probably already know most of the stuff in this book. It's still worth reading it, but don't expect too much.