Web Visions: An Inside Look at Successful Business Strategies on the Net [Paperback]

Eugene Marlow (Author), Eugene, Phd Marlow (Author)

Book Description

Publication Date: October 1996

Web Visions tells readers what to do once they get on the Web, providing a hard-headed, reality-based guidebook for the manager who wants to use the Website to make stronger connections with customers and staff, thus making money now. 50 illus.

Editorial Reviews

Review

What were the original objectives of the Internet, how was the Web built, and how did initial business participants evolve strategies for marketing and advertising on the Internet? Marlow explores the foundations of successful Internet business practices in an effort to draw connections between Internet beginnings and results. -- Midwest Book Review

From the Back Cover

Web Visions Eugene Marlow What Really Works on the Internet? Find out in Web Visions, where the people who built toda’s most successful business sites talk about:

• Their original objectives
• The steps they took to set up a Web site
• Planned versus actual schedules and budgets
• Problems they encountered, and how they responded
• What their Web sites are like today

Web Visions helps you make sense of the big-picture changes wrought by the Web, while giving you in-depth interviews that take you behind the scenes to learn little-known details about:

• FEDEX’s & GE’s evolving marketing strategies
• HotWired’s plan to dominate advertising on the Internet
• IBM’s & USAID’s successful internet PR strategies
• How Sun Microsystems, Xerox & US WEST use the Intranet for corporate communications

Advance Praise for Web Visions: An Inside Look at Successful Business Strategies on the Net "Web Visions cuts through the hype and delivers the truth about marketing on the Web. This book should be required reading for making money with the Internet." —Bill Townsend, Vice President of Advertising, Lycos, Inc. "The depth of coverage is very impressive." —Michael D. Donahue, Senior Vice President, Member Services, American Association of Advertising Agencies "Marlow’s insights will make this book a cornerstone of Internet marketing theory." —Edward R. Padin, Vice President, Marketing, SRDS "Finally, a straightforward book about the Internet and Intranet with real statistics and solid case studies." —John J. Sarsen, Jr., President and CEO, Association of National Advertisers --This text refers to an alternate Paperback edition.

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Product Details

• Paperback: 273 pages
• Publisher: Van Nostrand Reinhold (October 1996)
• Language: English
• ISBN-10: 0442024533
• ISBN-13: 978-0442024536
• Product Dimensions: 9.5 x 6.2 x 0.8 inches
• Shipping Weight: 14.4 ounces
• Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #9,008,624 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2.0 out of 5 stars Interview Data Dump, April 18, 1997

By A Customer

This review is from: Web Visions: An Inside Look at Successful Business Strategies on the Net (Paperback)

Mr. Marlow's book starts out OK; the first few chapters are informative and interesting. General Internet usage statistics are provided, along with some pearls of general Internet wisdom. However, the content of the book does not measure up to titles of the various chapters (the chapter titles suggest interesting and useful information to those embarking setting up a web site, the opposite is true). The book is basically a data dumb of interviews conducted over the last 3 years. There is very little summarization or structure to the presented material. Furthermore, and most importantly, there are no conclusions drawn about who did what right, what works, and what new netizens should do when constructing their own site. Lastly, the book's data dump format makes it very difficult to extract any valuable information. I found myself only skimming the last half of the book because of it's weak and redundant content. One caveat, I am intimately familiar with the online world, so maybe a novice would find the book useful