Essential Business Tactics for the Net (Mecklermedia) (Paperback)

~ (Author), Nancy C. Hanger (Author) "Several years back, the first edition of this book began with the question: "Skeptics of the Internet's influence on businesses often ask the question: 'How..." (more)
Key Phrases: New York, Web Digest For Marketers, United States (more...)

Editorial Reviews

Amazon.com Review

This book gives businesspeople the know-how they need to do business on the Net. Author Larry Chase divides the book into two parts: one for using the Net within your business and the other for marketing it on the Net. Chase shares his extensive experience, offering solid advice to help even a novice approach the Net with savvy.

In short order, Chase shows you how to integrate the Net into your business, using Net services to cut costs and get information fast. He displays dozens of ways to reduce overhead, from sending faxes over the Net to distributing documents by e-mail instead of print. An excellent chapter lists the finer points of using the Net to locate and recruit employees. The book also features the best ways to make use of the Net's information gold mine, including how to gather corporate intelligence on your competitors. The author thoughtfully presents ways to keep yourself anonymous while looking at the competition.

It becomes clear that the author is a seasoned professional when he describes how to bring your business to the Web and how to market it. He advises you to avoid the temptation of spam and to keep the splashy graphics on your Web pages to a minimum. He also addresses sales support, public relations, selling retail, promotions, and more. The book ends with a dozen useful closing tips. --Elizabeth Lewis

From Library Journal

Chase calls this a "why-bother" rather than a "how-to" book, but there is plenty of practical help for Internet novices to be found amid the discussion of issues. An Internet consultant to major corporations since 1993 and publisher of Web Digest for Marketers, Chase is qualified to give both types of advice. He discusses using the Internet to cut costs and improve competitiveness, to develop human resources, to track employees and spy on competitors, as well as to set up an online shop and attract new business. A first chapter can be found on his web site . For most collections.
Copyright 1998 Reed Business Information, Inc.

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Product Details

• Paperback: 296 pages
• Publisher: John Wiley & Sons Inc (Computers) (May 22, 1998)
• Language: English
• ISBN-10: 0471257222
• ISBN-13: 978-0471257226
• Product Dimensions: 9 x 7.4 x 0.9 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (29 customer reviews)
• Amazon.com Sales Rank: #2,365,025 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

12 of 13 people found the following review helpful:

5.0 out of 5 stars Chase Packs Net Mktg Expertise in New Book, August 9, 1999

By	Rick Bruner "Internet marketing guy" (New York, NY USA) - See all my reviews

Larry Chase's email newsletter, Web Digest for Marketers, has long been an essential read for both experts and newcomers to e-business. His new book does an excellent job of packaging his expertise on the complex and fast-chaning topic of selling and marketing online. As the author of a popular book on the subject myself -- Net Results: Web Marketing That Works -- I appreciate the clarity of Larry's insights about the Net's power for competitive research, customer data mining, promotions and more.

11 of 13 people found the following review helpful:

5.0 out of 5 stars Implements strong marketing principles relevant to the net!, October 27, 1999

By	Saatchi & Saatchi N. Raphan (nraphan@saa... (United States) - See all my reviews

No whiz-bang gen-x mindset stuff here. Useful easy to understand business and marketing practices that are current and relevant to the net. This book will give you a practical and educational edge. Definately useful, easy reading helps too.

4 of 4 people found the following review helpful:

3.0 out of 5 stars Don't expect too much, July 1, 2001

By	Fernando Rodriguez (Madrid, Spain) - See all my reviews (REAL NAME)

The book is useful, but very basic. If you are a true web nerd ;-), you probably already know most of the stuff in this book. It's still worth reading it, but don't expect too much.