Product Description

Marketing remains one of the business functions most effectively performed over the Internet, marketers who have worked in traditional media still often lack Internet experience, and marketers with Internet experience often lack an understanding of traditional techniques and methods. This complete marketing resource shows how to plan, implement and assess an on-line presence. It also shows how to apply rigorous classic marketing methods to the Internet, and how to integrate Internet marketing activities into a company's general marketing plan. A three inch software disk, supplied with the book acts as a blueprint for an Internet marketing plan. It contains sets of checklists, templates and document outlines.

Product Details

• Amazon Sales Rank: #1718286 in Books
• Published on: 2000-02-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 432 pages

From the Back Cover
A gold mine of forms, templates, and other valuable tools to create a complete Internet marketing plan The increasing costs and resources needed for the Web make it more critical than ever before to develop a comprehensive marketing plan to manage your Internet presence more effectively. Written by marketing communications expert Kim Bayne, this book provides all the forms, worksheets, templates, and models that you'll need to create a plan and put it into action immediately! You'll learn which data you'll need to gather in order to make informed decisions, how to analyze Internet market statistics, how to address budget issues, and much more.Offering practical guidance, this book also takes you through the necessary steps to implement your plan. You'll examine how the Internet fits into your overall marketing program includingadvertising and direct-mail campaigns, public relations programs, trade shows, and other activities. And you'll learn how to evaluate different Internet marketing measurement tools, what you can do to ensure a successful launch of your program, and how to choose your Internet service options. The second edition of this highly successful book provides: *The latest technologies and online marketing methods *Worksheets and forms to create an instant marketing program *Real-world examples integrated throughout the chapters *Tools for determining your Internet marketing budget The CD-ROM provides you with: *All forms and templates from the book *Bookmarks to useful sites Visit the author's Web site at internetmarketing.com

About the Author
KIM M. BAYNE is the co-creator, head writer, and host of the syndicated radio talk show "The Cyber Media Show with Kim Bayne," heard weekly on traditional public radio and on the Web. She is a former high tech marketing communications executive, a frequent speaker at industry conferences, and a writer on Internet marketing for a variety of trade publications. As moderator of the first email discussion group for technology marketers and a pioneer in online promotion, she was among Jim Sterne's first expert guests at his groundbreaking Internet marketing seminars in 1994.

Customer Reviews

Very Handy Guide
The second edition of Kim Bayne's "The Internet Marketing Plan" builds on the structure of the earlier edition, and packs more punch, with updated examples, additional subsections and content more relevant to the Internet marketing scenario today. Just as traditional marketing needs a comprehensive marketing plan to succeed, The Internet Marketing Plan shows how a company's online marketing effort can be successful if it is a result of a well thought out Internet marketing plan.

The book along with the accompanying CD-ROM containing templates, spreadsheets, skeletal outlines, and website bookmarks make it an excellent starting point for a newbie in the Internet Marketing business, but it still remains a handy resource for practicing Net marketers.

The book helps the reader create and implement an Internet marketing plan, and measure the results. A step-by-step process helps the reader create a well-structured Internet marketing plan - right from the business overview, to budgets and implementation. Due emphasis is laid on integrating the Internet into the traditional marketing efforts - an often ignored effort of Internet marketing.

Best for Beginners
I thought the 2nd edition would be more high level, as well as include RFP templates etc. However, the book is still very basic and really only appropriate for those with little to no knowledge of web site development and promotion. That should be made clearer in the desciption.

For entry-level marketers
This book may have some potential for a marketer fresh out of college but it will seem simplistic for the veteran marketer.