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The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses) Paperback

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Product Details

  • Series: McGraw-Hill 36-Hour Courses
  • Paperback: 272 pages
  • Publisher: McGraw-Hill; 1 edition (December 28, 2010)
  • Language: English
  • ISBN-10: 0071743863
  • ISBN-13: 978-0071743860
  • Product Dimensions: 9 x 6.1 x 0.7 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (51 customer reviews)
  • Amazon Best Sellers Rank: #397,460 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 (, a marketing agency that offers strategic advisory services, online marketing training, and marketing management.

More About the Author

Lorrie Thomas Ross is a nationally-recognized expert on web marketing. Known as The Marketing Therapist®, she is a sought-after motivational marketing speaker, web marketing expert, and educator, author of "The McGraw Hill 36-Hour Course to Online Marketing" and online marketing video courses. Lorrie empowers and engages professionals who attend her speaking engagements with her wealth of sales and marketing expertise and delivery of critical web marketing tools/rules that teach attendees how to develop and execute healthy marketing efforts that best fit their unique goals. Lorrie speaks both nationally and internationally, sharing her marketing expertise by customizing each of her presentations to the business, niche, skill sets and professional concerns of her attendees and experience as a successful entrepreneur. She receives rave reviews as a marketing speaker for her ability to provide fresh, value-rich information in a fun and humorous tone that inspires audiences into action.

Lorrie is the CEO of Web Marketing Therapy®, a marketing agency and training company that diagnoses, prescribes and guides healthy marketing solutions. Her online marketing expertise empowers organizations to create scalable web solutions that brand, build and boost business. She has been a web marketing keynote speaker at events hosted by Missouri State University, BSG Clearing Solutions, George Mason University, United Fresh Produce Association, PMA, NACS, and many others. Some of the topics she can discuss include web marketing, the future of marketing, online advertising, marketing: redefined, search engine marketing, social media marketing, online PR and developing web marketing strategy. The captivating new media speaker is known for helping social media skeptics understand the value of, and engage in, web marketing. Lorrie's powerful presentations set a memorable tone for events.

This online marketing professional speaker has over a decade of experience in sales and web marketing and was on the founding team at ValueClick Media. As a web marketing trainer, Lorrie teaches custom workshops for corporations and teaches courses and workshops through UC Berkeley Extension.

She holds a Master's degree in Organizational Management from Antioch University. Her courses on are top-viewed courses on the online learning company's website. She has been featured in the media as an Internet marketing expert by INC, Forbes, SUCCESS Magazine, the Associated Press, eCommerce Times, Entrepreneur, DM News and FOX News.

Customer Reviews

The book is easy to read and gives a lot of nice practical tips.
Marketing Student
Definitely, a must have for business owners looking to expand their online marketing knowledge.
Katherine L. Garcia
It is a practical, thorough, and easy-to-read guide with loads of concrete examples.
Diane Dunning

Most Helpful Customer Reviews

83 of 93 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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19 of 23 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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28 of 36 people found the following review helpful By Bill Lampton, Ph.D. on February 25, 2011
Format: Paperback
Length: 8:23 Mins
I gave this book a 5-star rating, yet wished I could have awarded 10-star ranking. Lorrie Thomas--not a born techie, but an entrepreneur who developed her skills incrementally (as most of us have to do)--asserts at the outset that the "true meaning of marketing is maximizing relationships." Using the tools and strategies she recommends, you will be able to enrich your current professional relationships and cultivate new ones far more rapidly.

Once you have completed reading this book, you will go back to it constantly as a valuable resource for strengthening your online presence.

Have you started small with your Web marketing? Then follow Lorrie Thomas' advice: "Start small, then snowball."

You will be amazed at the depth of the author's research, and so pleased that she illustrates her information in clear and often witty language.

My prediction: You will decide that purchasing, reading, and applying this book was one of your wisest professional steps.

The Complete Communicator: Change Your Communication-change Your Life!
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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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10 of 12 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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