Features
- Cover Type: Paperback with 432 pages
- Published by: Wiley
- Edition: 3rd Edition June 4, 2001
- Written in: English
- ISBN 10 Number: 0471416215
- ISBN 13 Number: 978-0471416210
-
Book Dimensions:
9.1 x 7.4 x 1 inches
- Weighs: 1.7 pounds
Product 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)
Computer Bulletin, September 2002
…readable and practical, with lots of good advice…
Reader Reviews
This is the most comprehensive Web marketing book I've seen. No mere fluff piece touting opt-in emails and keyword optimization, Sterne's newest edition goes deeper than most, from achieving Csikszentmihalyi's "Flow" state to avoiding Nielsen's Top Ten Mistakes, Sterne synthesizes current marketing and optimal Web design wisdom into this 400+ page compendium. Based on his 15 years of marketing research and consulting, Sterne practices what he preaches and gives you his best stuff up front. Using real-world examples he illustrates various principles you can use to improve your Web site, and then raise your profile. Like any good Web citizen Sterne is generous with his outbound referrals, and uses expert quotes and cutting-edge companies liberally to illustrate his points. The book has so many useful examples and Web sites it would take you weeks to try them all. I can usually summarize a book with a list or two, but not this one. So I'll just list the chapter headings to give you an idea of its scope: * 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 (Fun, interesting, & useful) * 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 If you've seen him speak, then you have an idea of how he writes. No bull, pragmatic prose based on real world examples, sprinkled with his trademark humor. This book is about what actually works when selling products and services on the Web. I especially enjoyed the personalization chapter, which had some innovative products/URLs I hadn't seen before (and that's hard to do). For a mere thirty bucks, how can you beat it? If you follow his advice, you can have a dramatic effect on your bottom line. Highly recommended. From WebReference.com.
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