Web Advertising and Marketing: Joshua O. Testerman ... Et Al (Paperback)

~ Paul J. Dowling (Author), Thomas J., Jr Kuegler (Author), ' (Author), Brent Taylor (Author), (Author, Editor), Paul J. Dowling (Author)

Editorial Reviews

Product Description

This revised edition includes everything needed to launch a successful Web marketing campaign and bring a business online. For one-person operations or multinational corporations, this book provides the necessary Web marketing strategies to make any online presence a profitable hot spot.

Product Details

• Paperback: 552 pages
• Publisher: Premier; 2nd edition (June 24, 1998)
• Language: English
• ISBN-10: 0761513280
• ISBN-13: 978-0761513285
• Product Dimensions: 9.2 x 7.2 x 1.2 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #3,388,730 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

48 of 49 people found the following review helpful:

1.0 out of 5 stars Not what I was hoping for..., September 24, 1998

By	Susan Jane McCulley ([e-mail]) (Charlottesville, VA) - See all my reviews

This title is a bit misleading, I think. I was looking for a book on Internet advertising strategies -- how to decide where to advertise, develop effective ads, calculate the success of campaigns, etc. Instead, this book is an introductory primer to the Internet itself with definitions of email and surfing and very basic information on creating a site. If you've never been online, this book may help you but if you're looking for some meaty information about the techniques and strategies behind advertising on the Web, this is not the book for you.

6 of 6 people found the following review helpful:

5.0 out of 5 stars The Most Thorough Web Marketing Book Today!, October 4, 1998

By A Customer

     Today there are millions of people from around the world who have jumped aboard the information superhighway. The numbers are growing every day. They represent a potential marketing goldmine for anyone willing and ready to capitalize on the opportunity to reach them. Dowling, Kuegler, Taylor, and Testerman (not a law firm), have written Web Advertising and Marketing to offer readers the information they need to get online and to increase their bottom line!

     This World Wide Web business guide offers a broad range of essential Web marketing strategies, business principles, Website design concepts, and loads of other helpful information. For instance, readers will have to consider what is actually involved in operating an online business. There is much more involved than simply setting up an account and having someone design a Website. A lot of detailed planning and work goes into establishing a productive online presence. The authors provide plenty of online examples and resources to help their readers get the ball rolling. Their sound advice will help readers avoid the mistakes others have made!

     The authors include information concerning a variety of topics, including Internet censorship, privacy, jurisdictional matters, copyright infringement, online security, netiquette, and more. Readers may interested to read up on the plight of Philip Zimmerman who landed himself in hot water with the US government by releasing his PGP (Pretty Good Privacy) encryption software program online. An excellent treatment is provided to demonstrate the degree to which the government is willing to get involved in the lives of people.

     This is an extremely detailed Web business resource. It is ideally suited for those Website designers and online business persons who are comfortably prepared to go online and who will commit themselves to reading through this 540-page, information-packed book. This is one of the most thorough Web business books available today. From cover to cover readers will be kept busy digesting a wealth of information. If you're looking for a lot of reading material on operating an online business, this is the right book for you! Highly recommended!

0 of 1 people found the following review helpful:

5.0 out of 5 stars Well Written, September 19, 1998

By A Customer

I found this book to be the most helpful of all of the Internet Marketing Books. It is always great to read experts who are in the business everyday and who can talk about real company experiences.

This book has convinced me to try my own on-line venture.