Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide [Paperback]

Ralph F. Wilson (Author)

Book Description

Publication Date: October 25, 2001

A top international authority on Web marketing and e-commerce provides a sure-fire formula for developing a winning e-commerce marketing strategy
One of the biggest reasons why so many Internet-based businesses fail isn't poor product or service, or technology failures, or even lack of funding. As Internet marketing guru Ralph F. Wilson explains in this ground-breaking book, a preponderance of e-business failures can be traced back to a lack of know- ledge about the Internet's full potential as a marketing and sales tool. With the help of case studies of outstanding e-business successes and failures, Wilson describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling. They also learn how to perform product positioning; develop a balanced promotional mix; provide lifetime customer value; and much more.
Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.

Editorial Reviews

Review

"...contains a great deal of sensible advice..." (Marketing, 14 March 2002)

"...easy text with hands on advice that could prove useful to the beginner as well as the more experienced person." (M2 Communications, 19 April 2002)

From the Back Cover

Build a Solid Foundation for e-Business Success!

Nothing drives an e-business like a killer marketing plan. In this eye-opening guide, Ralph "Doctor Ebiz(r)" Wilson shows you, step by step, how to construct an e-business marketing plan that will focus your efforts, energize your staff, and generate the sales you crave-fast!

Doctor Ebiz shows you how to identify e-business opportunities, brand your Web site, and define your e-business niche. You'll also discover how to develop a unique sales proposition, analyze your industry and your competition, and attract the best customers to your site. This powerful resource provides the know-how you need to:
* Set goals for your e-business
* Differentiate your company's products and services
* Position your company in the consumer's mind
* Master product strategy, placement, promotion, and pricing
* Budget and implement your plan

Complete with hands-on exercises that let you perfect each step before applying it, Planning Your Internet Marketing Strategy is the road map you need to follow your route to e-business success!

See all Editorial Reviews

Product Details

• Paperback: 272 pages
• Publisher: Wiley; 1 edition (October 25, 2001)
• Language: English
• ISBN-10: 0471441090
• ISBN-13: 978-0471441090
• Product Dimensions: 6 x 0.6 x 9 inches
• Shipping Weight: 15.5 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (18 customer reviews)
• Amazon Best Sellers Rank: #564,554 in Books (See Top 100 in Books)

More About the Author

Ralph F. Wilson was raised in a Christian family and received Christ as his Savior and Lord at the age of nine. When he was twelve, he became aware that God was calling him to the Christian ministry.

He studied at Occidental College, Los Angeles where he received a bachelor's degree in Biology in 1967. He received a Master of Divinity degree (1976) from Fuller Theological Seminary in Pasadena, California, and a few years later, a Doctor of Ministry degree (1984) from the same school

Pastor Ralph has attended churches of many denominations as well as independent churches. He believes that denominations at their best can strengthen the Body by providing historical fellowships of congregations. Yet he rejoices that the walls that have divided one group from another are coming down. Our goal - and final destiny - is One Church unified by Jesus Christ himself.

Pastor Ralph was ordained under the auspices of the American Baptist Churches/USA in 1977. He has served as senior pastor of Lindley Ave. Baptist Church in Tarzana, California (1976-1988) and Church of the Live Oaks in Rocklin, California (1988-2001). He served as Ministry Development Pastor at Community Covenant Church in Rocklin 2003-2009. Currently he is serving as Interim Pastor at First Baptist Church of Nevada City (2010- )

Dr. Wilson is recognized as a pioneer in the field of Internet marketing and is editor of Web Marketing Today (www.wilsonweb.com), a free e-mail newsletter that reaches nearly 100,000 readers each week. Over 150 of his video interviews of marketing experts are available on the WebMarketingToday channel on YouTube.

His Joyful Heart Renewal Ministries website (www.joyfulheart.com) contains scores of Christian articles and stories he has written.

Beginning in 1996, he began to experiment with teaching the Bible by means of the Internet, the JesusWalk Bible Study Series (www.jesuswalk.com). His studies have reached as many as 5,500 in up to 124 countries at a time. These interactive Bible studies allow students to begin at any time, receive lessons via e-mail, and share their insights to study questions with others in an online forum.

Dr. Wilson has served as a trainer for a number of Christian organizations, including Compassion International, Campus Crusade for Christ International, NavPress, Gospel Communications, Zondervan Publishing House, and others.

Pastor Ralph and his wife have three grown children. They live in rural Loomis, California, a few miles from Sacramento.

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Planning Your Internet Marketing Strategy, November 28, 2001

By 

Robert Morgan (Federal Way, WA United States) - See all my reviews

This review is from: Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (Paperback)

If you want good advice on how to market your website this book is it. No flim flam here! Dr Wilson's book is just what you're looking for. He cuts through the geek talk and practically holds your hand as you learn what to do and what not to do. I am 100% convinced 2002 will be a super year due to what I've learned from Dr Wilson. I am also a paid subscriber to his newsletter for one reason...he gives me info I can't get anywhere else. If he doubled the price of his newsletter I wouldn't blink before I gave the OK to renew my subscription.

11 of 12 people found the following review helpful:

3.0 out of 5 stars Good Starter Book..., March 24, 2005

By 

Thom Reece "OnlineMarketing" (Hawaii, USA) - See all my reviews
(REAL NAME)   

This review is from: Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (Paperback)

Ralph Wilson could be fairly called an "international treasure". His web site and writings have guided many internet marketers to success and prosperity. He is widely consider to be one of the true "good guys" on the net. He has earned that respect.

This book, however, is best called a "newbie" book. Good basic information, but not something that is going to excite or benefit the person who is already beyond the basics.

If, however, you are just starting to dip your toes into the wild ride called "internet marketing", then this book will get you off to a good start.

17 of 20 people found the following review helpful:

5.0 out of 5 stars More than just Internet Marketing, it's about Life Marketing, December 10, 2001

By 

Betsy Parker - See all my reviews

This review is from: Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (Paperback)

Planning Your Internet Marketing Strategy is more than just about about Internet Marketing--it's about personal marketing. Within an hour of buying it, I bought a second copy to give to a friend who had recently lost his job as an engineer and wanted some advice on marketing himself.

Several things make Planning Your Internet Marketing Stratgegy unique. First, in contrast to so many books, it lives up to its premise. The first 21 chapters explore various aspects of creating an internet strategy. Each chapter ends with questions and things for you to think about and answer on paper. These chapters provide the meat and potatoes for you to pull together in the formal, written Internet Marketing Plan that you create in Chapter 22.

Second, Planning Your Internet Marketing Strategy is as much a resource guide as it is a friendly, extremely well-written guide. Each chapter contains numerous web site resources for you to explore as you read the book. This is one book you won't want to read in bed, (unless you have a laptop) because you'll be constantly tempted to check out a recommended web site.

The field of Internet Marketing has spawned a slew of self-styled experts. Dr. Ralph F. Wilson is not a self-proclaimed expert new to the web. He has been involved since its inception. His knowledge is based on now only his own experiences but also the accumulated knowledge of the more than 9,000 articles that he has compiled are in his (website) database.

What I like best about Planning Your Internet Marketing Strategy is the way Dr. Wilson has synthesized great amounts of "classical" marketing theory with the vast amount of Internet-specific information he's learned while compiling his 9,000 article database. No other author can make such a claim. Because of his hands-on eperience, he's worth listening to.

The result is a "must read" for anyone interested in creating a web site that works...as well as anyone who is interested in a good, solid, readable introduction to marketing.