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Principles of Internet Marketing
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by Ward Hanson
Sales Rank: 333290
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List Price: $97.95
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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
John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company
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.
Mark C. Thompson, Executive Producer of Schwab's website, the world's largest site in electronic commerce.
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.
Customer Reviews & Comments
Hanson's textbook strikes just the right balance between technology and overall, general knowledge of the Internet. The background chapters in Part 1 on the Digital World, Networks and Internet Business Models are informative but not overwhelmingly technical. The chapters in Part 2 (Online Marketing Themes) are really interesting, in that they point out the many differences between marketing in the real world versus marketing in the virtual world. Topics such as Personalization, Traffic and Brand Building, Online Community, and E-Commerce are really the "meat" of this book and are informative as well as easy to read with plenty of current examples. The challenges of developing and documenting the "principles" behind the amorphous, nebulous, fast-changing Internet are significant, but Dr. Hanson has certainly succeeded in producing a viable, useful resource. I'm sure he's busily working on an update, and I will look forward to reading anything he has to say about marketing in Internet time.
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Principles of Internet Marketing
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