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 | | Principles of Internet Marketing by Ward Hanson ISBN-10: 0538875739 ISBN-10: 0-538-87573-9 ISBN-13: 9780538875738 ISBN-13: 978-0-538-87573-8 Hardcover 1999-09-08 South-Western College Pub Find Lowest Price |
Editorials | ||
Product Description This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which dont, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organizations marketing strategy. | ||
Reviews | ||
Outdated Well intentioned, and a good overview.... for 1999. The web and the world have changed substantially since the book was published. | ||
Don't bother buying this book I am a high-tech marketing manager and an adjunct professor. From both the real-world business side as well as the academic side, I found this book to have little value. It spends page after page on general issues regarding Internet Marketing, and never gets to anything that could be used or implemented in the business world. Topics are explained without giving specific details as to how to implement the Internet Marketing idea. A very specific example is a description of viral marketing which the author refers to as "Creating a Wave." The short section goes on to say that free media, publicity and word of mouth are important. Of course they are. But how do you get them? I feel sorry for the students that are required to purchase this book. I guess they'll have to learn Internet Marketing on the job. I'm glad I only paid $10 for this book used instead of the $90+ list price. | ||
Very good, but dated This is a classic. One of the most serious earlier works on the topic. Professor Hanson brought a very solid theoretical framework to Web marketing. The book came at a time when we finally all wanted to get more rigouros with the "New Economy". I perused it again recently for a seminar I am giving, and it is still an excellent reference book. I would give four stars to an updated edition. I don't know if they are planning it. | ||
A second edition is urgently needed I used the first edition in one of my e-commerce courses. While the book migth still deserve 3 stars it is very much dated and my students had to do much additional research in the net to round most of the topics. | ||
A very practical book - I love it ! This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical - and closest to the need in the real business world ! Lots of very interesting case studies in it, and most important of all, the book contains a lot of very useful and updated researches and statistics that confirms a lot of beliefs ( and clear lots of doubts) I have had in my job. Don't be put-off by the title of the book " Principles of Internet marketing" - they are not pure academic / classroom-type "principles", they are very applicable to the real business world ! If you are working in the internet marketing area, or if you plan to enter this field, don't miss this book !!! | ||