Books to Read: Web Marketing

“The true University of these days is a Collection of Books.”
— Thomas Carlyle (1795-1881), The Hero as a Man of Letters

Web Marketing Books: innovative strategies for successful web sites...
	*Evan I. Schwartz, Digital Darwinism: 7 Breakthrough Business Strategies for Surviving in the Cutthroat Web Economy(1999), Broadway Books; ISBN: 0767903331— The world of Web commerce is today's fastest changing business landscape— and companies that thrive in this cutthroat economic arena need to be smarter, faster, more innovative, and more adaptable than ever before. Natural selection is already occurring, weeding out the start-ups and online ventures that fail to keep pace with evolving technology and customer needs.This book provides an unprecedented look inside the highly competitive world of e-commerce, and distills seven critical strategies that Web-based businesses need to follow in order to survive in what is fast becoming a multi-trillion-dollar online marketplace. Using in-depth case studies of companies that have used surprising strategies to win customer loyalty and turn a profit, Schwartz explores why Web-based businesses succeed or fail and shows why more traditional businesses need to evolve along with the Web— or risk going the way of the dinosaurs. Schwartz shows you how to integrate Web commerce into every aspect of your business. His seven strategies give you the nuts-and-bolts information you need to grow and stay one step ahead of the competition, whether you're launching a new Web-based venture, retooling a global enterprise, or simply looking for creative ways to supplement an existing business online. With its cutting-edge analysis and concrete advice— including a series of "Executive Survival Guides"— Digital Darwinism* is a must-have resource for anyone, from novice entrepreneur to corporate CEO, who hopes to succeed in the new Web economy. Avg. Review (18):
	*Evan I. Schwartz, Webonomics: Nine Essential Principles for Growing Your Business on the World Wide Web(1998), Bantam Doubleday Dell Pub, ISBN: 0767901347— Schwartz defines webonomics as “the study of the production, distribution, and consumption of goods, services and ideas over the World Wide Web.” The author has honed his experience in digital media with Wired* and Business Week.With more than 80,000 copies in print worldwide, Webonomics has ranked as Amazon.com's #1 bestselling business book, its #1 computer title, and #1 on its Internet Commerce list. New Scientists wrote: “Lots of books tell you 'how-to', but WEBONOMICS is the first level-headed book to tell you what for and why” I like the book's organization: each chapter covers one of the nine principles of webonomics, analyzing what works on the web, what doesn't, and why. Each chapter also has a summary with the important points highlighted. The book is well-indexed with notes to original articles. “A Directory of Important and Intriguing World Wide Web Sites” is included in the appendix, listing the URLs of 189 web sites divided in 29 industries. Amazon.com says that this book “is destined to be a classic for Web commerce.” Avg. Review (65):
	*Larry Chase, Essential Business Tactics for the Net(1998), Wiley, ISBN: 0471257222*— While aware of the Web's potential, most businesses and corporations are unaware of exactly how to mine it to reduce costs and increase profits. This book reveals how to do precisely that. Businesses both large and small will learn how to reduce costs of travel, printing, handling, postage, distribution, purchasing, and other operating costs, as well as lower costs and improve the efficiency of recruiting new employees. They'll also learn how to use the Web to test new products, services and ideas while increasing customer loyalty, how to mine information about competitors and existing customers as well as prospective clients, how to establish a brand identity, and more. Includes Companion Web Site with... chapter-by-chapter resource listings, and updates for the book. Avg. Review (28):
	*Daniel S. Janal, Online Marketing Handbook: How to Promote, Advertise and Sell Your Products and Services on the Internet(1998 Edition), Wiley, ISBN: 0471293105*: This book opens your eyes to the vast and varied ways of promoting and selling products and services in cyberspace. Written by and for the professional marketer, it's the most thorough, step-by-step source of online marketing ideas, tips, and techniques available in one source. Everything you need to know to harness the Internet for your promotional, advertising, and selling endeavors is here. You'll find the latest groundbreaking ideas, methods, and successes, plus dozens of new case studies from dynamic companies around the world. Written in clear, concise language, this new edition includes proven strategies for incorporating the Internet & online services (AOL) into your marketing plans, in ways that enhance revenues, reduce costs, maximize productivity, and increase customer value. Janal shows marketers, entrepreneurs, and small business owners how to use online features, functions, and resources together with sound principles and tactics. The book has 28 chapters under 5 sections: Marketing Strategy, Marketing Tools, Advertising, Public Relations, Online Selling, and The Future. Avg. Review (10):
	*Peter Kent & Tara Calishain, Poor Richard's Internet Marketing and Promotions: How to Promote Yourself, Your Business, Your Ideas Online(1999), Top Floor Pub; ISBN: 0966103270*: This book is a beacon of light that guides beginners and seasoned professionals on web marketing and promotion. The table of contents has 12 pages outlining the 19 chapters covering hundreds of topics that you'll encounter in doing business online. What are you promoting? & Who are you targeting? This book provides the web site basics in finding your targets. It helps you with web site registrations and registering with search sites. You'll find practical professional advice and suggestions on grass roots marketing, newsgroups and mailing lists promotion, creating newsletters & discussion groups, advertising your site, affiliate programs, tracking results, press releases, real-world promotions, and sales basics. If you need a great web marketing guide, get this book and put it to action. Avg. Review (4):
	*Patricia B. Seybold, Customers.Com: How to Create a Profitable Business Strategy for the Internet and Beyond(1998), Times Books, ISBN: 0812930371: Seybold is one of the few people with the credentials and experience to write the one book on e-commerce everyone in business must read. She has advised major companies not only on the technical requirements for a successful e-commerce strategy, but also on the management, marketing, sales, and customer support systems necessary to create an infra-structure that seamlessly blends a company's e-commerce initiative with its overall business. It all starts with customers. Seybold has been working with e-commerce pioneers who have made life easier for their customers by figuring out what they want and designing their Web strategy accordingly. Her guide is packed with insights on how both Fortune 500 giants and smaller companies have created e-commerce initiatives that place them well ahead of their competitors. Examples include Amazon.com, Boeing, Cisco, Dell Computer, Dow Jones, General Motors, Hertz, Tripod, and Wells Fargo. Customers.com*is an abundantly rich source of ideas & information: the one book you need to stay in business in the fast changing era of electronic commerce. Avg. Review (62):
	*Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets(1999), Free Press; ISBN: 0684850338*— Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and read in 58 countries. Here is Kotler's essential guide to marketing for managers for the new millennium. Through his profound insights you will hone your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. You'll discover the latest thinking on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Learn about Kotler's savvy advice to corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. Here is a wealth of cutting-edge strategies and tactics that can be applied immediately to new challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Learn from the world's bestknown marketer and improve your marketing performance now. Avg. Review (11):
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