The second edition of Principles of Internet Marketing continues where the previous edition left off, emphasizing rigor not hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and finally pays close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, Principles of Internet Marketing looks at Internet marketing by traditional large companies, small business, and online startups.
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About the Author
Stanford Graduate School of Business alumni lead a high percentage of the most successful companies on the Internet. Many of these innovators have taken or participated in the Internet marketing course first created by Professor Hanson during 1996, and taught repeatedly since then. This course forms the basis for this text. Professor Hanson is a core faculty member of the Stanford Computer Industry Project, a lecturer at the Stanford Graduate School of Business, and Director of the Stanford Internet Marketing Project. He has taught, researched, and published on Internet marketing, new product competition, technology marketing, product line pricing, and bundling strategies. He has also taught special seminars, industry forums, and executive education about business uses of the Internet in the U.S., Europe, and Asia. Prior to joining Stanford he was an assistant professor of Marketing and Business Economics at the University of Chicago Graduate School of Business and the Krannert Graduate School of Management at Purdue University. He has a Ph.D. in Economics from Stanford University and a Bachelor of Arts from the University of Wisconsin. Professor Hanson has served as a consultant, expert witness, and advisory board member to companies regarding Internet marketing, marketing strategy, pricing, and competitive strategy. When Internet time permits, he enjoys travel, golf, and cycling.
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Most Helpful Customer Reviews
14 of 16 people found the following review helpful:
1.0 out of 5 stars
Just one word: A classic, out of date, no technical expertise,
By MarketingStudent "Studiosus" (Washington, DC USA) - See all my reviews
This review is from: Internet Marketing and e-Commerce (Hardcover)
Internet Marketing and e-Commerce (Hardcover) by Ward Hanson, Kirthi Kalyanam appears to be a remake of Hansons Internet Marketing book; the main structure and writing style is similar to this groundbreaking marketing book from the 1990s. At that time the book was certainly interesting - several years later however one expects such titles to reflect the changes within the internet marketing industry. The book lacks references to technological changes, web metrics, search engine optimization and vice versa - as such i can not recommend this book to my students, it is simply out of date and of no practical value.
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Very Insightful,
By
This review is from: Internet Marketing and e-Commerce (Hardcover)
An excellent reference on the issues for marketeers in an Internet and e-Commerce world. The historical perspective and real-world examples bring the work to life. This is the basis for much of the skills development we do on my team.
VP Business Marketing, Cisco Systems
2 of 2 people found the following review helpful:
5.0 out of 5 stars
A comprehensive reference source,
By Patrick Guerra "Pat" (Silicon Valley) - See all my reviews
This review is from: Internet Marketing and e-Commerce (Hardcover)
A comprehensive, easy to understand and practical application of theory and practice.
All of the building blocks (technologies and practices) and the latest techniques to help you revolutionize your customer reach and transform your business. Pat
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