Customer Reviews

Interactive Marketing (Ntc Business Books)

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I picked up Interactive Marketing from Amazon. I am trying to get my arms around marketing for technology, and I thought it would be wise to read something that was at the dawn of the confluence of traditional marketing, and the growing need for a new type of marketing for the world of the internet.

I will say that there is a lot of useful information in Richard Mizerski's book, but having been published in 1996, it is certainly outdated. As a point of reference for where the industry was ten years ago, it's an excellent primer. For where we are today, not so much. Among the interesting comments is by one particular author who says all the predictions about the internet have not come to pass. Among the examples he cites in online commerce, which only does about $300 million a year. Well, fast forward 10 years, and much of what they claim were lifty predictions, have indeed come to pass.

As mentioned, the book is an excellent study on the convergence of traditional marketing, and online marketing. In 1996, by reading Interactive Marketing, it is clear that the benefits of one v. another, or how the two could work in a holisitic manner, were no yet figured out. In some respects, Mizerski assembled a group of thought leaders who were trying to figure out how the world of marketing would integrate with the world of the internet.

If you are looking for something more current, this is certainly not it. As I stated, it is very dated, but still worth the read. If you are looking to understand where the marketing world was at 10 years ago, and how it began it's evolution, this is a good place to start. For that reason alone, I would recommend this book.