Product Description

Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including:

• Interactivity
• Affiliate marketing
• Using B2B technology to sell through resellers
• Wireless marketing
• eMetrics, or how to measure online marketing strategies
• Data mining techniques

Product Details

• Amazon Sales Rank: #388640 in Books
• Published on: 2001-06-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 432 pages

Review
"Jim Sterne's book is detailed, full of practical good sense and bang up to date--if you know nothing about web marketing you couldn't buy a better book." (Marketing, 6 December 2001)

…readable and practical, with lots of good advice… -- Computer Bulletin, September 2002

From the Back Cover
"Jim Sterne is one of the clearest thinkers around. He understands the ins and outs of Internet marketing. Buy his books and listen up!"-Seth Godin, author, Permission Marketing

"A classic in an industry where classics are rare. This is the most well-rounded tutorial on Web marketing ever written."-Kristin Zhivago, Editor of Marketing Technology, Columnist for Marketing Computers, and President of Zhivago Marketing Partners, Inc.

Introducing the latest edition of the most helpful guide to understanding the Web's vast potential as a marketing medium!

World Wide Web Marketing
Third Edition

Online marketing guru Jim Sterne has updated his bestselling guide to help marketing, advertising, and publicity professionals keep pace with the rapid growth of the online marketing industry. Completely revised and expanded to provide you with the latest tools and opportunities that exist on the Internet, this exceptional guide gives you the keys to understanding how to maximize your organization's Web marketing initiatives. You'll get an arsenal of online marketing tools and learn how to use them for your specific needs, whether for direct sales, reducing the cost of customer service, or creating and selling new services.

Jim Sterne walks you through everything you need to know to succeed in today's competitive online world, including:

? Why Web navigation and interaction are important to your customers and your brand

? Identifying Web marketing goals, brainstorming new ideas, and prioritizing projects

? Online channel conflict and online channel convergence

? How to get as many people to visit your site as possible

? E-metrics-how to measure online marketing strategies

? Running a site from the business angle

About the Author
JIM STERNE has over fifteen years of marketing and sales experience. He is cofounder of Target Marketing, a firm specializing in creating Internet marketing strategies for businesses. He organized and hosted the world's first Internet marketing seminar series in 1994 and regularly speaks at industry conferences around the world.

The companion Web site at www.wiley.com/compbooks/sterne includes a complete, live listing of all Web links in the book, as well as more of Sterne's writings.

Customer Reviews

Less than inspiring content
If you have a solid insight into the Web, there's no need to purchase this book. Many of the examples are dated and overly simplistic for readers looking to walk away with greater insights about the Web.

Almost Obsolete
Most of the URLs and principles mentioned in the book went back to 2000, and they are no longer valid. I feel that an update is needed. It does have many great ideas, and the book is easy to read. Hope to see a new edition soon.

A complete how-to book to determine the success of a Web sit
A complete how-to book to determine the success of a Web site. It clearly explains how to use metrics to quantify business goals. The tools, services, and techniques for measurement described in the book will be helpful for any e-business or other company with an Internet presence. A must-read