Internet Marketing (NetEffect Series) [Paperback]

Barbara Cox (Author), William Koelzer (Author)

Book Description

ISBN-10: 0130336289 | ISBN-13: 978-0130336286 | Publication Date: May 23, 2003 | Edition: 1

Providing plenty of guidance and tons of examples from the Internet, this book does not just “talk about” Internet marketing—it shows what to do and how to do it! A combination of plain language and careful details create a presentation that anyone—including Internet novices and the technologically challenged—can understand. Chapter topics cover doing business on the Internet; types of businesses and sites; creating and building an Internet presence; positioning, audience, and goals; web site content; interactive functions; site appearance and organization; portals, search engines, and directories; Internet advertising of your web site: links, banners, tiles; promotion (on the net and off) and print/media advertising; e-mail marketing; and getting started with an action plan. For small and entrepreneurial start-up businesses; marketing directors, managers, assistants, coordinators, and supervisors of mid-size companies; franchisers; and service providers—such as insurance agents, lawyers, doctors, and dentists.

Editorial Reviews

From the Back Cover

Be Part of the Conversation!

The Internet has extended the reach of people networks through online technology. Participating in that conversation requires changing existing paradigms for companies internally and targeting markets externally.

Compete on a more level playing field by

• Listening to the conversations between partners, employees and customers
• Qualifying and quantifying your company's perspective
• Applying what you have learned to target your market effectively ... all through the Internet!

About the Author

Barbara Cox earned her doctorate in education and psychology from Stanford University. Her professional life includes work as educator at college/university level, corporate trainer, and textbook author. She has directed the work of marketing departments, including strategic planning, market research, direct response marketing, and public communications. She is the principal of Cox Marketing Services and associate faculty at Saddlebrook College in Mission Viejo, California. She and William Koelzer are the authors of Internet Marketing in Real Estate (Prentice Hall, 2001) and Internet Marketing in Hospitality (Prentice Hall, 2004).

William Koelzer applies more than thirty years of marketing experience to the creation of his work. He has owned his own marketing consulting and promotional firm, Koelzer & Associates, since 1979. He was Vice President of Cochrane Chase & Co., the largest full-service advertising agency in Orange County, California. Koelzer served major clients including Technicolor, Carl's Jr.^™ restaurants, Dos Equis^™ beer, Armor All^™, and AMF Voit^®. He is the recipient of two PROTOS awards for Outstanding Achievement, from the Orange County Public Relations Society of America.

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Product Details

• Paperback: 324 pages
• Publisher: Prentice Hall; 1 edition (May 23, 2003)
• Language: English
• ISBN-10: 0130336289
• ISBN-13: 978-0130336286
• Product Dimensions: 9.4 x 7.1 x 0.5 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.3 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #878,833 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 9 people found the following review helpful:

3.0 out of 5 stars Too Optimistic for a Brutal Virtual Business World., January 22, 2006

By 

George Papazoglou (Greece) - See all my reviews
(REAL NAME)   

This review is from: Internet Marketing (NetEffect Series) (Paperback)

I believe this book is far too optimistic when it comes down to Internet marketing. The Internet evolves at blazing speeds and business owners have to constantly optimize their strategies with every new technological phenomenon appearing and invading our "marketing reality".

For instance, I could not extract any fruitful information regarding "traffic building" and some of the suggestions were effectively outdated. Emphasis should be put on Link Popularity; a critical factor that's directly tied to the success of every online business (see an example: profitsmachine.com).

Conclusively, it's a well-written book, cohesive and those who are starting out their online ventures, should give it a go; the investment is analogous to the knowledge given and well worth it.

21 of 32 people found the following review helpful:

5.0 out of 5 stars A Must Have!, July 23, 2003

By 

Kristina Davis (Orange County, CA United States) - See all my reviews
(REAL NAME)   

This review is from: Internet Marketing (NetEffect Series) (Paperback)

"Internet Marketing" is extremely easy to read, and easy to follow. This book's take on marketing is a must for every professional out there. What makes the difference between a successful person and a someone who wants to be, is the ability to market themselves online and off. Barbara Cox and Bill Koelzer walk you through the process completely, and with real-world examples and helpful tips that actually work.

Working with professionals everyday, I am always asked questions about how to drive more traffic to their web site, how to market their site more efficiently, and how to maximize the effects of that traffic. After seeing all the helpful hints this book has to give, I know what to tell them... Read this book! This book can double your income and make you a successful business professional in no time. It points out the obvious marketing tips and gently guides you in the direction of success.

I highly recommend "Internet Marketing" for any business professional.

2.0 out of 5 stars Too basic, June 7, 2007

By 

Geoffrey C. Snippe - See all my reviews
(REAL NAME)   

This review is from: Internet Marketing (NetEffect Series) (Paperback)

Maybe a nice book for people who never heard of the phenomenon Internet.
However, for people who want to use it in a real business situation might become somewhat disappointed. There is no strategic implication to be found anywhere in the book and it talks about the subjects in a superficial way. For a more practical book (though it can never be practical enough for me) Dave Chaffey's Internet Marketing book is my best second bet.