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

by Jim Sterne (Author)

Editorial Reviews

Product Description
A fully updated edition of the best-selling industry classic. The only marketing book businesses need to take full advantage of the Internet is back--and it's better than ever. The Web's growth and impact in the few years since the first edition of World Wide Web Marketing was written have been nothing less than monumental: technologies like Java, push, and intranets/extranets have entirely rewritten the rules for online marketing. Popular author Jim Sterne's completely updated second edition provides all of the information marketing managers, advertising professionals, and publicists need to succeed. In straightforward, no-nonsense language, this book fuses classic Web marketing strategies with the latest available technologies, including banner advertising, cable access, personalization engines, and outsourcing. Sterne also includes a fascinating and insightful examination of the enormous changes the Web has brought to the way we do business.

Product Details

• Paperback: 416 pages
• Publisher: John Wiley & Sons Inc (Computers); 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.com Sales Rank: #2,079,263 in Books (See Bestsellers in Books)

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

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

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

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.