Marketing on the Internet: Principles of On-Line Marketing [Paperback]

Judy Strauss (Author), Raymond Frost (Author)

Book Description

ISBN-10: 0130105856 | ISBN-13: 978-0130105851 | Publication Date: June 15, 1999 | Edition: 1st

Designed for courses covering Marketing on the Internet and/or Electronic Commerce, this book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet.

Editorial Reviews

From the Back Cover

This book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. It discusses the Net (1) for new products and services, (2) as both direct and indirect distribution channel, and (3) for marketing communications such as advertising, sales promotions, public relations and lead generation.

Product Details

• Paperback: 383 pages
• Publisher: Prentice Hall College Div; 1st edition (June 15, 1999)
• Language: English
• ISBN-10: 0130105856
• ISBN-13: 978-0130105851
• Product Dimensions: 9.1 x 7 x 0.7 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,411,982 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

21 of 21 people found the following review helpful:

4.0 out of 5 stars Useful, comprehensive contribution to a dynamic subject., October 5, 1999

By 

[e-mail] (Belfast, Northern Ireland) - See all my reviews

This review is from: Marketing on the Internet: Principles of On-Line Marketing (Paperback)

I wish to share with you my enthusiasm for this new book. Its arrival adds substantially to the resources available for those who wish to teach marketing using the new media and technologies.

The book has many merits. Its structure and thorough presentation of important aspects of its chosen subjects are valuable; it provides guidance on how Web and other resources can be used by marketers. It does not assume too much familiarity with the Internet, and avoids too much technical treatment of issues which are of peripheral interest to marketers. It has a clear focus on how traditional marketing tools and techniques can be complemented by resources of the Internet. The guidance for an Internet marketing plan is of special interest to us.

My main reservation is that the book is America-centric. As we move into the wired world of the new millennium it will be necessary for marketers to take a global perspective on many of the issues dealt with here. (But let us rejoice! - the Web site promises updates and developments in this area.)

That said, this is a welcome addition to a fast-changing and important subject area.

Finally, I observe that the UK paperback price at seems to be significantly lower than the USA textbook price. Enjoy!

12 of 12 people found the following review helpful:

4.0 out of 5 stars Current and accurate information, overpriced, August 31, 1999

By A Customer

This review is from: Marketing on the Internet: Principles of On-Line Marketing (Paperback)

Great book. Covers all the areas of online marketing. Very current (1999) but overpriced. I did not purchase it as a textbook so I may not see all the value in the work. It is not about getting your web site on search sites but how to market it as a brand etc. Five stars for content less one for high price. Dan

8 of 9 people found the following review helpful:

3.0 out of 5 stars To academic students, this will be good guide!, August 19, 1999

By 

[e-mail] (Korea, but to study marketing I leave for America) - See all my reviews

This review is from: Marketing on the Internet: Principles of On-Line Marketing (Paperback)

It is rare to find a systematical internet marketing book, but this is good to study to beginners. besides the end of the chapter can help us create Internet marketing plan. If you work in the marketing department, this is a little boring.