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Ralph F Wilson

Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide ペーパーバック – 2001/10/25

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内容紹介

A top international authority on Web marketing and e-commerce provides a sure-fire formula for developing a winning e-commerce marketing strategy
One of the biggest reasons why so many Internet-based businesses fail isn't poor product or service, or technology failures, or even lack of funding. As Internet marketing guru Ralph F. Wilson explains in this ground-breaking book, a preponderance of e-business failures can be traced back to a lack of know- ledge about the Internet's full potential as a marketing and sales tool. With the help of case studies of outstanding e-business successes and failures, Wilson describes how to develop four, core e-business marketing competencies. Readers learn how to develop a USP, clarify goals, and perform analysis and customer profiling. They also learn how to perform product positioning; develop a balanced promotional mix; provide lifetime customer value; and much more.
Ralph F. Wilson (Loomis, CA) is the founding editor of three popular e-business publications read by 130,000 subscribers in 130 countries: Web Marketing Today, Web Commerce Today, and Doctor Ebiz.

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"...contains a great deal of sensible advice..." (Marketing, 14 March 2002)

"...easy text with hands on advice that could prove useful to the beginner as well as the more experienced person." (M2 Communications, 19 April 2002)

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登録情報

ペーパーバック: 276ページ
出版社: Wiley; 1版 (2001/10/12)
言語: 英語
ISBN-10: 0471441090
ISBN-13: 978-0471441090
発売日： 2001/10/25
商品パッケージの寸法: 15.2 x 1.8 x 23.1 cm
おすすめ度： この商品の最初のレビューを書き込んでください。
Amazon 売れ筋ランキング: 洋書 - 2,412,923位 (洋書の売れ筋ランキングを見る)
- 4934位 ─ E-commerce Professional
- 15907位 ─ Professional & Technical Marketing & Sales
- 2675位 ─ Web Marketing

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Amazon.com: 15 件のカスタマーレビュー

2metal2dance

Good for Newbies -- Like Me!

2007年5月27日 - (Amazon.com)

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None of the reviewers mentioned that this book is also geared toward the niche marketer. I bought this book for a class on marketing a niche business. It was very useful and practical with information I could immediately begin applying to my daily job. This is not a terribly deep book, but it is practical, simple to read (you can probably finish it in a day) and straight to the point. I've worked in media for almost a decade, but did little that was related to marketing on the Internet. It was a very useful book for me to start with. I imagine it would be a good refresher from some folks, too. A lot of the material is obvious, even to an Internet marketing rookie like me, but it synthesizes all of those obvious thing as well as the not-so-obvious into one practical guide. You would have to read a ton of articles to get all this information, but it's all condensed here into one short, simple guide. That is really the best feature of this book.

2人のお客様がこれが役に立ったと考えています

カスタマー

Average Marketing Book

2001年12月21日 - (Amazon.com)

Amazonで購入

The author is obviously very knowledgeable and a good business consultant, but I found the book spent too much time telling the reader to make sure he/she had a unique selling proposition and unique business that wouldn't go against the big companies in the industry. I think this is useful information, but not for this book, I would have rather seen it appear in a basic "how to" business book for small companies.
He does give some very useful information about Internet marketing and talks about applying generally accepted marketing principles to the Internet, which are ok.
I think the title fits when it says "planning" strategy and helps the user to just that, but stops short of giving really concrete information to act on or execute the plan once it is done.
Overall I think the book was just average. Not terrible, but not really great either.

Betsy Parker

More than just Internet Marketing, it's about Life Marketing

2001年12月11日 - (Amazon.com)

Planning Your Internet Marketing Strategy is more than just about about Internet Marketing--it's about personal marketing. Within an hour of buying it, I bought a second copy to give to a friend who had recently lost his job as an engineer and wanted some advice on marketing himself.

Several things make Planning Your Internet Marketing Stratgegy unique. First, in contrast to so many books, it lives up to its premise. The first 21 chapters explore various aspects of creating an internet strategy. Each chapter ends with questions and things for you to think about and answer on paper. These chapters provide the meat and potatoes for you to pull together in the formal, written Internet Marketing Plan that you create in Chapter 22.

Second, Planning Your Internet Marketing Strategy is as much a resource guide as it is a friendly, extremely well-written guide. Each chapter contains numerous web site resources for you to explore as you read the book. This is one book you won't want to read in bed, (unless you have a laptop) because you'll be constantly tempted to check out a recommended web site.

The field of Internet Marketing has spawned a slew of self-styled experts. Dr. Ralph F. Wilson is not a self-proclaimed expert new to the web. He has been involved since its inception. His knowledge is based on now only his own experiences but also the accumulated knowledge of the more than 9,000 articles that he has compiled are in his (...) database.

What I like best about Planning Your Internet Marketing Strategy is the way Dr. Wilson has synthesized great amounts of "classical" marketing theory with the vast amount of Internet-specific information he's learned while compiling his 9,000 article database. No other author can make such a claim. Because of his hands-on eperience, he's worth listening to.

The result is a "must read" for anyone interested in creating a web site that works...as well as anyone who is interested in a good, solid, readable introduction to marketing.

3人のお客様がこれが役に立ったと考えています

Mark D. Worthen

An Excellent Book

2004年9月30日 - (Amazon.com)

Dr. Wilson is one of the few Internet marketing experts whom I trust implicitly. Why? Everything he advocates in his book you can see in action on his web sites and in his ezines. He lives up to the saying, "Practice what you preach." (He happens to be an ordained minister too). Plus, he does it all with integrity. His reviews are thorough, well-written, and objective--just like this book. Ask any successful Internet marketer for their "short-list" of most-respected experts and Ralph Wilson's name will appear on that list. I did not find his book to be "just for beginners." It is a comprehensive approach to Internet marketing so it necessarily includes elements about which experienced marketers are already familiar. I see that as a strength, not a limitation of this text.

7人のお客様がこれが役に立ったと考えています

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