Internet World Guide to One-To-One Web Marketing

by Beth Yaeckel, Cliff Allen, Deborah Kania

This is a next-generation marketing book that distinguishes itself from the introductory overview books on the shelf by zeroing in on a specific, customer-oriented marketing strategy that makes the most of current technologies. It is a comprehensive resource for understanding and applying the technologies, tools, products and solutions for one-to-one marketing on the Web. Case studies provide real-world examples of technologies such as push, personalization,...

• Format: Paperback
• Language: English
• ISBN: 0471251666
• ISBN13: 9780471251668
• Release Date: March 1998
• Publisher: John Wiley & Sons
• Length: 386 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.7" x 7.5" x 9.2"

Customer Reviews

Excellent introduction how to establish web strategy

This book is an excellent introduction in the establishment AND in the execution of relationship marketing based strategies. It is readable, easy to understand and to follow and it gives excellent insghts how successful companies have done it. This book is one of the very feww that go straight ahead to the core of relationship marketing and explain a model how to implement it. It also examines the technology that is applied to build up a relationship marketing. Although it is already two years old, and this period of time is in the internet era incredible much, it gives excellent introduction into the concepts of one-to-one marketing reality. Excellent Book!

Create Successful Relationship Marketing Strategies!

Internet World's guide to one-to-one Web marketing encourages readers to take a more personal approach to marketing one's products and services that will result in generating greater customer loyalty and repeat sales. According to the authors, developing meaningful relationships with clients through interactive Website marketing strategies and personal dialog can generate more fruitful returns! The book is a literal goldmine of essential information that can be put to productive use. For instance, readers will find a number of Web technologies discussed that can be tailor-made to any client and given task situation. The authors demonstrate how Web conferencing and presentations can be used to enhance a client's overall business operation. Readers will also learn how to gain and keep the attention of their customers through what is called "relationship marketing." The authors discuss a number of ways marketers can obtain information about clients and put it to use. Personalization of Websites, targeting strategies, and advertising technologies are thoroughly discussed. The number of actual case studies and business profiles provided in the book help to demonstrate just how easy readers can become more successful at online marketing. The contributions of companies and authors cited in the book are of immense help to any business venture. Readers should wake up and take notice of what is going on around them in the business world. This book is must reading!

The Best Internet Marketing Book There is.

Thank You, Thank You, Thank You!!!!This book is by far and away the best book on Internet marketing. It is a must read for any marketing professional or for the novice. I have thrown away all of the other books about the internet that I used to own. This book is clearly written with lots of information and ideas about how to effectively take your One-to-One marketing strategy to the Web. It has saved me so much time and kept me on track.I am Marketing Analyst For a large catalog company and use this book daily. I can not possibly say enough good things. This book is worth its weight in Gold!!!Thank you, once again and I can't wait for your next book.

The Best One-To-One Guide there is!

I've been involved in web development for a number of years and was in the process of developing a one to one email newsletter site when I came across this book. It soon became a major resource. I found it one of the few to talk about the role of email in the one-to-one future. Allen's book stands out as being written from knowledge - its full of practical advice as well as good insite into the web. I couldn't recommend it more.

Outstanding guide to an exciting new concept

Well researched and presented; a valuable resource for anyone looking to understand and appreciate the significance of this new concept.