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The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) Paperback – January 18, 2011


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Frequently Bought Together

The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) + Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (And Other Social Networks) + 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!
Price for all three: $36.91

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Product Details

  • Series: McGraw-Hill 36-Hour Courses
  • Paperback: 272 pages
  • Publisher: McGraw-Hill; 1 edition (January 18, 2011)
  • Language: English
  • ISBN-10: 0071743863
  • ISBN-13: 978-0071743860
  • Product Dimensions: 6 x 0.7 x 9 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (56 customer reviews)
  • Amazon Best Sellers Rank: #513,842 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Lorrie Thomas, M.A., is a marketing strategist, educator, writer, trainer, and speaker. She is the CEO of Web Marketing Therapy (www.webmarketingtherapy.com), a marketing agency that offers strategic advisory services, online marketing training, and marketing management.

More About the Author

Lorrie Thomas Ross, MA aka The Marketing Therapist, is a motivational marketing speaker, educator, author, and instructor on the lynda.com online learning library.

She is the founder and CEO of Web Marketing Therapy, Inc., a marketing agency and training company that diagnoses, prescribes and guides healthy web marketing solutions. Her marketing expertise empowers organizations to create scalable web solutions that brand, build and boost business. She speaks nationally on a number of marketing-related subjects. Lorrie teaches custom workshops for corporations and teaches courses and workshops through UC Berkeley Extension. Her book is used in college and university courses and is a common companion to professionals looking for online marketing management expertise, support and guidance. Her courses on lynda.com include Online Marketing Fundamentals, Google+ for Business, Writing Press Releases, Brand Building Basics and Personal Branding Basics.

Ross' marketing and education background have turned her into a markeding evangelist (that's not a typo, it's a mashup: Marketing + Education = markeding®). She is staging a peaceful revolution on the way that people and companies think about and approach marketing. Approaching marketing in an ethical way with a pure, educational purpose both educates a target market and helps people better understand why to support an organization's products and services (it also takes the stress out of marketing!)

Lorrie Thomas Ross holds a Master's degree in Organizational Management from Antioch University. She has been featured in the media as an online marketing expert by publications including INC, Forbes, SUCCESS Magazine, the Associated Press, eCommerce Times, Entrepreneur and FOX News.

http://www.LorrieThomas.com
http://www.WebMarketingTherapy.com
http://twitter.com/WebTherapist
http://www.linkedin.com/in/lorriethomas
http://www.facebook.com/lorriethomasross
http://www.youtube.com/user/webmarketingspeaker
http://www.lynda.com/Lorrie-Thomas-Ross/1019746-1.html

Customer Reviews

This is a very basic and useful book for the novice.
Thomas M. Loarie
Lorrie Thomas narrates this vast, overwhelming subject in a no-nonsense, conversational style that makes for comprehensive but also entertaining reading.
themares
Definitely, a must have for business owners looking to expand their online marketing knowledge.
Katherine L. Garcia

Most Helpful Customer Reviews

90 of 100 people found the following review helpful By Eric Wentworth on December 15, 2011
Format: Paperback Verified Purchase
This book has been a struggle to read. It's not the material---the actual instruction is basic online marketing information that can be found online for free---it's the writing. For a book with the McGraw-Hill name attached to it, I expected better. I hate picking on authors; I know how much work it is to write a book. But in this case I wish a good editor had helped make the book more readable. As it is, the book is a great lesson in how NOT to write. It's full of cliches (e.g. There is no I in TEAM). Lots of exclamation points! And some downright confusing writing.

The book begins with three Online Marketing Rules. Rule #3 states "You have conquered all three rules by picking up this book. Don't let it go!" Huh? That's rule number three?

The author promises "36 action-packed hours that will lead you to web greatness." The rationalization for this is that the "Web phenomena Facebook started with only a few hours of very simple programming (honestly), and now has a valuation in the billions of dollars." Huh? Maybe I missed the point, but I seriously doubt Facebook is the result of "only a few hours of very simple programming."

In describing Chapter 8 the author says "Search Engine Optimization delves into SEO." Isn't this like saying "Search engine optimization delves into search engine optimization?" The author then says "You will also learn how social media (Facebook, Twitter, Linkedin, etc) can boost SEO for total web domination." I'm not sure "total web domination" fits with the authors' other remarks in the book about online marketing being primarily about creating valuable relationships, but it seems out of place. I also don't think it's true.
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22 of 26 people found the following review helpful By Running Bill on January 27, 2012
Format: Kindle Edition Verified Purchase
I have trouble understanding how this book got such high reviews. I'm wondering if mindless Marketing people support their own kind, but for the rest of us who have surfed the web and understand simple concepts, this book is just a step above useless. It was actually a long read for the amount of substance it offered, and extremely repetitive (to fill space I'm guessing) but it could have been a 2-part article online...and I've read better as such. I'm a web designer and I was looking for some deeper SEO tricks and/or some tangible marketing advice beyond meta tags, start blogging, and make a facebook fan page...duh, thanks. For real SEO advice I recommend a dedicated SEO book, and for a good book of marketing advice...well, tell me when you find it.
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11 of 13 people found the following review helpful By Nancy Loderick TOP 1000 REVIEWERVINE VOICE on February 1, 2011
Format: Paperback
In this comprehensive guide to online marketing, you'll learn everything you need to know in order to create and execute a powerful online marketing plan.

Lorrie covers all the components of online marketing:

* Website
* Content Marketing
* Blogging
* Social Media marketing
* Web Analytics
* Search Engine Optimization
* Online Advertising
* Email marketing
* Online public relations.

For each component, Lorrie shares best practices, real-life examples and resources. I've been doing online marketing for several years and I've learned some new things from this book. This is also the first time I've read a clear explanation of web analytics and search engine optimization.

Why this book is so powerful:

* the online marketing components are presented in a very clear and easy to understand format. There's no technical jargon; Lorrie writes for the business person, not the technology person.

* the emphasis on setting your strategy before jumping into the tactics. Setting up online accounts like Twitter is very easy; it's your strategy that will determine if you're successful.

* the tactical steps help you get started. For example, Lorrie reviews the pros and cons of self-hosting a blog.

* the material is reinforced by the questions at the end of every chapter. There's even an online test to further reinforce your knowledge!

* the hard copy book is great for reference. I'll definitely keep this book on my desk.

* the listing of additional online resources for each marketing component.

* the final chapter on putting it all together. This chapter includes a sample timeline for getting started, examples of goals and measures of success.
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5 of 5 people found the following review helpful By Lya Sorano on January 30, 2011
Format: Paperback
On the same day that I attended a Social Media presentation at a conference and trade show of an organization that has been reluctant to enter the 21st century and embrace technology - much less see a great deal of use for Social Media marketing - Lorrie Thomas's "Online Marketing" arrived in my mailbox.

I am now in the process of sending e-mails to some of the people I met at the conference, encouraging them to get to their bookstores ASAP and buy a copy of this book.

"Online Marketing" tells it like it is, in understandable, everyday language, and covers everything an entrepreneur or small business owner needs to know. I'm glad the book contains a section on web sites and another on blogging. But it is especially the clarity of Chapters 6 and 10, on Social Media Marketing and E-Mail Marketing, respectively, that will benefit my clients and prospects. And, I reckon, my others around the country.

In about 250 pages, the author covers the gamut of online marketing. Each chapter ends with a quiz that helps us remember what we need to do. And then there is a free online exam - wow!

I like this book and know I will consult it frequently; we all need refreshers from time to time.
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