World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed) [Paperback]

Jim Sterne (Author)

Book Description

ISBN-10: 0471315613 | ISBN-13: 978-0471315612 | Publication Date: October 16, 1998 | Edition: 2

"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."-Kristin Zhivago, Editor of Marketing Technology Columnist for Marketing Computers and President of Zhivago Marketing Partners, Inc. The bestselling guide to everything you ever needed to know about online marketing-fully updated and better than ever! World Wide Web Marketing, Second Edition Online marketing guru Jim Sterne shows you how to apply classic marketing principles to the Internet. He also explains how to take full advantage of the exciting new marketing opportunities presented by the latest Web technologies. Writing for non-techies, he provides just enough technical detail to help you understand the Web's vast potential as a marketing medium without over-whelming you. In straightforward language, supplemented with fascinating case studies, he tells you what you need to know to:
* Develop relationships with valued customers and build brand loyalty
* Use personalization tools that tailor content to individual users
* Mine valuable information about customers
* Use state-of-the-art select marketing techniques
* Advertise your site online and through traditional media
* Make the most of search engines and push technology
* Use banner advertising
* Measure the success of online marketing initiatives
Wiley Computer Publishing. Timely. Practical. Reliable. Visit our Web site at www.wiley.com/compbooks/

Editorial Reviews

Review

"Jim Sterne's book is detailed, full of practical good sense and bang up to date--if you know nothing about web marketing you couldn't buy a better book." (Marketing, 6 December 2001) --This text refers to the Unbound edition.

From the Back Cover

"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."-Kristin Zhivago, Editor of Marketing Technology Columnist for Marketing Computers and President of Zhivago Marketing Partners, Inc. The bestselling guide to everything you ever needed to know about online marketing-fully updated and better than ever! World Wide Web Marketing, Second Edition Online marketing guru Jim Sterne shows you how to apply classic marketing principles to the Internet. He also explains how to take full advantage of the exciting new marketing opportunities presented by the latest Web technologies. Writing for non-techies, he provides just enough technical detail to help you understand the Web's vast potential as a marketing medium without over-whelming you. In straightforward language, supplemented with fascinating case studies, he tells you what you need to know to:
* Develop relationships with valued customers and build brand loyalty
* Use personalization tools that tailor content to individual users
* Mine valuable information about customers
* Use state-of-the-art select marketing techniques
* Advertise your site online and through traditional media
* Make the most of search engines and push technology
* Use banner advertising
* Measure the success of online marketing initiatives
Wiley Computer Publishing. Timely. Practical. Reliable. Visit our Web site at www.wiley.com/compbooks/

See all Editorial Reviews

Product Details

• Paperback: 416 pages
• Publisher: Wiley; 2 edition (October 16, 1998)
• Language: English
• ISBN-10: 0471315613
• ISBN-13: 978-0471315612
• Product Dimensions: 9 x 7.4 x 0.5 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #4,053,525 in Books (See Top 100 in Books)

More About the Author

Jim Sterne is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, Sterne focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships.

Jim is the producer of the international eMetrics Marketing Optimization Summits www.emetrics.org and is the co-founder and current Chairman of the Web Analytics Association www.WebAnalyticsAssociation.org

Named one of the 50 most influential people in digital marketing by Revolution, the United Kingdom's premier interactive marketing magazine at the time, Jim was more recently was named one of the top 25 Hot Speakers by the National Speakers Association.

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

2.0 out of 5 stars aimed at budding Internet Marketeers, March 1, 1999

By 

eric([e-mail]) (The Netherlands) - See all my reviews

This review is from: World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed) (Paperback)

Sterne touches in this book the many aspects of the WorldWide Web without going into details. This makes it a useful book for anyone new in this field, but in the end its content is too shallow for professionals.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Dramatically Change The Way You Do Business!, March 15, 1999

By A Customer

This review is from: World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed) (Paperback)

In today's online business world there is plenty of competition. Because millions of people are selling their products and services online, to successfully compete in this arena we must keep up on the latest trends in marketing strategies and put them to effective use. Jim Sterne offers a wealth of information in the updated second edition of his book World Wide Web Marketing that will dramatically change the way we do business!

Sterne covers a broad range of topics that contribute to successful online business operations. Hands-on effort involves the use of the Internet to register with search engines and specialized directories, participating in the newsgroups, searching for information about customers, using other technological means to market online, and making use of traditional marketing methods as well. Other involvement includes building relationships with valued customers, providing quality customer service and support, building brand loyalty, and offering free information and services to attract and keep new customers.

Sterne offers pertinent advice on thinking globally, another important business consideration. Pointing out that our Websites are seen by many around the world, Sterne advises his readers to take into account different languages and word meanings, cultural distinctives, domestic and foreign merchandise pricing, product locale availability, re-engineering Websites to accommodate a variety of people groups and countries, and other international and multi-cultural marketing strategies!

This is a well-polished book. The content is first-rate and relevant to today's online business needs. It is smooth-flowing, easy to read, and easily understood. Wiley is a respected publisher and this is one of their better books. It is highly recommended for anyone doing business online or contemplating moving in that direction! What direction are you moving in?

5 of 6 people found the following review helpful:

2.0 out of 5 stars Very disappointing, just another "how to build a web site", December 5, 1998

By A Customer

Amazon Verified Purchase

This review is from: World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed) (Paperback)

I was really disappointed that someone who has such a rich set of experiences in the industry would write such a mediocre book. I didn't really learn anything new or gain any unexpected insights. There are 100 other "how to build a web site" books out there that have the same content and are undifferentiated from this.

If you are really interested in a book that takes a novel and insightful approach to doing business on the web, check out Evan Schwartz' Webonomics.