Principles of Internet Marketing (Hardcover)

by Ward Hanson (Author)

Editorial Reviews

Review
A fun read that incorporates lots of great insights about the Internet and marketing. -- Ellen Siminoff, Vice President of Business Development, Yahoo!

After considering dozens of books, John Little and I chose only one book, Ward Hanson's, as the required text for our course on Electronic Commerce and Marketing. Hanson's combination of rigor and relevance make it a natural choice for any executive or student interested in truly mastering this new discipline. -- Prof. Erik Brynjolfsson, Co-Director, MIT Program on Electronic Commerce and Marketing, M.I.T. Sloan School

If there's one book you'll read on Internet marketing this year, this is it! Dr. Hanson captures the essence of the revolution unfolding in retail markets and how the Web has forever shifted the balance of power from traditional institutions to the individual consumer. -- Mark C. Thompson, Executive Producer of Schwab's website, the world's largest site in electronic commerce.

Ward Hanson provides the first systematic view of the profound changes in marketing brought about by the Internet. Anyone seeking to exploit the unique capabilities of electronic networking should read this book. -- John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company

Review
I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure... I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!

This textbook is required for my E-commerce class. The book provides a comparison of the Internet to other industries which had uncertain futures, such as radio and electricity and how those industries grew. It also analyzes the some of ways companies are using the Internet to reduce costs. The book also explains some of the ways companies are using the Internet to create a competitive advantage.

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Product Details

• Hardcover: 496 pages
• Publisher: South-Western College Pub; 1 edition (September 8, 1999)
• Language: English
• ISBN-10: 0538875739
• ISBN-13: 978-0538875738
• Product Dimensions: 9.2 x 7.6 x 1 inches
• Shipping Weight: 1.9 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars See all reviews (16 customer reviews)
• Amazon.com Sales Rank: #463,428 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

40 of 42 people found the following review helpful:

5.0 out of 5 stars Worth every penny!, February 13, 2000

By	Gray Ligon (Cary, NC) - See all my reviews

This book overwhelmed me with its broad coverage of internet marketing principles. It is required reading for my MBA students in marketing strategy because it is so clearly written. Many Internet books are either too technical or too shallow to hold my interest as a marketing professor. Every time I return to the book, I learn more about the Net. Hanson provides tremendous value and should be commended for including so much relevant information in an easy to read format.

24 of 24 people found the following review helpful:

4.0 out of 5 stars A terrific book for a course in Ecommerce and Marketing, January 12, 2000

By	The Netty Professor (Newton, MA United States) - See all my reviews

I have adopted this book as a required text for an Ecommerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure. Given the rapid pace of change in e-commerce, this is commendable. I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

15 of 15 people found the following review helpful:

5.0 out of 5 stars Don't be scared off by the title, June 8, 1999

By A Customer

I've had an opportunity to read an advance copy; I think this will be a work whose importance stretches far beyond the narrowly defined world of marketing. Hanson offers a fine primer on how the Internet offers almost everyone the opportunity to build one-to-one business relationships. Anyone whose economic interests are affected by the information economy -- retailers, publishers, creators, strategic planners, just about anyone in business today -- should learn these lessons.