Essential Business Tactics for the Net (Mecklermedia) [Paperback]

Larry Chase (Author), Nancy C. Hanger (Author)

Book Description

ISBN-10: 0471257222 | ISBN-13: 978-0471257226 | Publication Date: May 22, 1998 | Edition: 1

"Chase successfully demonstrates which traditional marketing strategies apply to the Net and where the new thinking begins." -David S. Klein Associate Publisher/Editor, Advertising Age

From the nation's #1 Internet business expert: how to work faster, cheaper, and smarter inside your company, while implementing strategic marketing tactics outside your company.

The founder of the first online ad agency, Larry Chase was developing successful Internet business, marketing, and sales strategies long before most people had ever heard the word "cyberspace." Chase reveals insider's secrets and tips garnered from his own experience and those of his clients on how to exploit the Net for all it's worth. This book arms you with an arsenal of strategies and tactics that will keep you one step ahead of your competitors. You'll learn how to use the Net to:
* Increase purchasing power and reduce operating costs
* Find free information that other people pay for
* Keep close tabs on your competition
* Test new products, services, and ideas while developing your brand
* Prospect for new business and create instant, inbound leads
* Build new audiences for your products and services
* Design and implement direct marketing, sales, and PR strategies

Special Offer!

Get free access to the archives of Larry Chase's Web Digest For Marketers (WDFM) for one year. WDFM features thousands of short reviews of business-oriented Web sites. You also get access to a companion Web site where you'll find hyperlinked resource listings for each chapter in the book and regular book updates.

Visit our Web site at www.wiley.com/compbooks/

Visit the companion Web site at www.wiley.com/compbooks/chase

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

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.

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Wiley; 1 edition (May 22, 1998)
• Language: English
• ISBN-10: 0471257222
• ISBN-13: 978-0471257226
• Product Dimensions: 9 x 7.4 x 0.9 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (29 customer reviews)
• Amazon Best Sellers Rank: #2,671,235 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.