Principles of Internet Marketing [Hardcover]

Ward (Ward Hanson) Hanson (Author)

Book Description

ISBN-10: 0538875739 | ISBN-13: 978-0538875738 | Publication Date: September 8, 1999 | Edition: 001

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy.

Editorial Reviews

Review

I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure... I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!

This textbook is required for my E-commerce class. The book provides a comparison of the Internet to other industries which had uncertain futures, such as radio and electricity and how those industries grew. It also analyzes the some of ways companies are using the Internet to reduce costs. The book also explains some of the ways companies are using the Internet to create a competitive advantage.

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.

Product Details

• Hardcover: 496 pages
• Publisher: South-Western College Pub; 001 edition (September 8, 1999)
• Language: English
• ISBN-10: 0538875739
• ISBN-13: 978-0538875738
• Product Dimensions: 9.2 x 7.4 x 1 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 3.9 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #1,153,545 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

41 of 43 people found the following review helpful:

5.0 out of 5 stars Worth every penny!, February 13, 2000

By 

Gray Ligon - See all my reviews

This review is from: Principles of Internet Marketing (Hardcover)

This book overwhelmed me with its broad coverage of internet marketing principles. It is required reading for my MBA students in marketing strategy because it is so clearly written. Many Internet books are either too technical or too shallow to hold my interest as a marketing professor. Every time I return to the book, I learn more about the Net. Hanson provides tremendous value and should be commended for including so much relevant information in an easy to read format.

25 of 25 people found the following review helpful:

4.0 out of 5 stars A terrific book for a course in Ecommerce and Marketing, January 12, 2000

By 

The Netty Professor (Newton, MA United States) - See all my reviews

This review is from: Principles of Internet Marketing (Hardcover)

I have adopted this book as a required text for an Ecommerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure. Given the rapid pace of change in e-commerce, this is commendable. I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

15 of 15 people found the following review helpful:

5.0 out of 5 stars Don't be scared off by the title, June 7, 1999

By A Customer

Amazon Verified Purchase

This review is from: Principles of Internet Marketing (Hardcover)

I've had an opportunity to read an advance copy; I think this will be a work whose importance stretches far beyond the narrowly defined world of marketing. Hanson offers a fine primer on how the Internet offers almost everyone the opportunity to build one-to-one business relationships. Anyone whose economic interests are affected by the information economy -- retailers, publishers, creators, strategic planners, just about anyone in business today -- should learn these lessons.