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E-book

World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition

ISBN: 978-0-471-21744-2
432 pages
April 2002
World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition (0471217441) cover image
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
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Acknowledgments.

About the Author.

Introduction.

Using the World Wide Web for Marketing--What Are You Trying to Accomplish?

Customer Service First.

The Usable Web--Be Kind to Your Users.

Interactivity Goes with the Flow.

Selling Services.

Feedback.

Value-Added Marketing--It's Personal.

Personalization--Getting to Know You.

Professional Personalization--Extranets and Customer Relationship Management.

Partner Relationship Management.

Attracting Attention.

Measure for Measure.

Managing Your Site and Your Sanity.

Looking toward the Future.

Index.
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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.
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"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)
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