Principles of Internet Marketing

by Ward Hanson

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don't, and how... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0538875739
• ISBN13: 9780538875738
• Release Date: September 1999
• Publisher: South Western Educational Publishing
• Length: 487 Pages
• Weight: 2.15 lbs.
• Dimensions: 1.0" x 7.6" x 9.6"

Customer Reviews

A very practical book - I love it !

This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical - and closest to the need in the real business world ! Lots of very interesting case studies in it, and most important of all, the book contains a lot of very useful and updated researches and statistics that confirms a lot of beliefs ( and clear lots of doubts) I have had in my job. Don't be put-off by the title of the book " Principles of Internet marketing" - they are not pure academic / classroom-type "principles", they are very applicable to the real business world ! If you are working in the internet marketing area, or if you plan to enter this field, don't miss this book !!!

Bringing Order to the Chaos of the Internet

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.

Worth every penny!

This book overwhelmed me with its broad coverage of internet marketing principles. It is required reading for my MBA students in marketing strategy because it is so clearly written. Many Internet books are either too technical or too shallow to hold my interest as a marketing professor. Every time I return to the book, I learn more about the Net. Hanson provides tremendous value and should be commended for including so much relevant information in an easy to read format.

principles of internet marketing (Ward Hanson)

This book provides good insight into internet marketing for anyone who is interested in this growing and important area of commerce. Each chapter could be read independently. Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!

Don't be scared off by the title

I've had an opportunity to read an advance copy; I think this will be a work whose importance stretches far beyond the narrowly defined world of marketing. Hanson offers a fine primer on how the Internet offers almost everyone the opportunity to build one-to-one business relationships. Anyone whose economic interests are affected by the information economy -- retailers, publishers, creators, strategic planners, just about anyone in business today -- should learn these lessons.