Net Results: Web Marketing that Works [ILLUSTRATED] (Hardcover)

~ (Author, Editor), (Author), Usweb Corporation (Corporate Author), Usweb (Corporate Author)

Editorial Reviews

Amazon.com Review

This textbook-style treatment of the subject offers a lot of useful advice for marketing on the Web now and in the future. The first section starts off by highlighting the six return-on-investment (ROI) models: brand building, direct marketing, online sales, customer support, market research, and content publishing and services. Using examples, Net Results shows how different tactics have helped various kinds of Web sites achieve their goals. The book provides guidelines on design and what information to include as well as tips on developing a domain brand.

Part 2 focuses on audience development, discussing how to use search engines, directories, and online communities to help customers find your Web site, plus innovative ways that helped develop brand identity for some companies. This section also details how public relations and Web advertising are vastly different for the Internet and explains why.

Each chapter ends with a list of Web resources that you can look up to see examples of successful Web sites. All of these resources are gathered and grouped by category in an index at the back of the book. --Cristina Vaamonde

Product Description

The definitive book to attracting and retaining a target Web audience, this title shows how to build the roads leading to a site and get the returns expected. "Net Results: Web Marketing that Works" explores the online strategies and tactics that are successfully working for the Fortune 1000 marketers.

Product Details

• Hardcover: 392 pages
• Publisher: Hayden Books; illustrated edition edition (March 17, 1998)
• Language: English
• ISBN-10: 1568304145
• ISBN-13: 978-1568304144
• Product Dimensions: 9.1 x 7.5 x 1.5 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (16 customer reviews)
• Amazon.com Sales Rank: #1,317,632 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 21 people found the following review helpful:

5.0 out of 5 stars Dr. Lowe says, "I use it as a graduate Internet textbook, October 28, 1999

By	Deborah Lowe, Ph.d ([e-mail]) (San Francisco, California) - See all my reviews

Net Results:Web Marketing that Works is the book I selected as the textbook for my graduate Internet Marketing class at San Francisco State University. It covers all aspects of marketing online. It is easy to read and understand. The information is comprehensive and on point. It has plenty of real world examples and resources for more information. Currently there is no viable textbook for the classroom because there is a lack of serious research on the internet. This book combines excellent Internet content and an easy to read style that makes it a joy to read. Kudo's to Rick Bruner for this excellent book. This is the third semester I have adopted it.

3 of 3 people found the following review helpful:

5.0 out of 5 stars One of the two best Internet books I have ever read, September 2, 1999

By A Customer

I have read just about every book about web site development and promotion that I could get my hands on -- and the ones I haven't read, I have skimmed at the bookstore. I would rate this as one of the top two. The advice is clear and eminently sensible. And from my experience, it has invariably been right! Mr. Bruner, in my opinion, knows exactly what he is talking about.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Acknowledged expert shares tips., March 14, 1999

By A Customer

Rick Bruner shares his expertise of internet marketing in a breezy, no-nonsense manner for Fortune 500 and small internet businesses alike. Already a standard reference in the internet marketing realm, I am waiting for a follow-up from Mr. Bruner.