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

Ralph F. Wilson (著)
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レビュー

"...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)

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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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 - 1,958,663位 (洋書の売れ筋ランキングを見る)

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Amazon.com: 5つ星のうち 4.0 18 件のカスタマーレビュー
2 人中、2人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 4.0 Good for Newbies -- Like Me! 2007/5/27
投稿者 2metal2dance - (Amazon.com)
形式: ペーパーバック Amazonで購入
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.
5つ星のうち 3.0 Average Marketing Book 2001/12/21
投稿者 カスタマー - (Amazon.com)
形式: ペーパーバック 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.
3 人中、3人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 5.0 More than just Internet Marketing, it's about Life Marketing 2001/12/11
投稿者 Betsy Parker - (Amazon.com)
形式: ペーパーバック
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.
21 人中、18人の方が、｢このレビューが参考になった｣と投票しています。
5つ星のうち 5.0 More than just Internet Marketing, it's about Life Marketing 2001/12/11
投稿者 Betsy Parker - (Amazon.com)
形式: ペーパーバック
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 (website) 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.
5つ星のうち 5.0 Good Planning = Great Success 2002/2/17
投稿者 Thomas Wong, http://www.intesync.com - (Amazon.com)
形式: ペーパーバック
Too many Web marketing books focus on how to get your site listed in search engines and attract the masses without a good marketing and site development plan. Dr. Wilson's planning book is timely for those Web site owners who really want to be successful in doing business on the Web.
The following approaches are needed for a business to go online:
1. Define the purpose of building your Web site
2. Identify the target audience and competitors
3. Create a strategic marketing plan
4. Develop and promote the Web site according to your plan
Dr. Wilson's book covers all the essential elements in creating a successful marketing plan. It is based on his practical experience on the Web. Highly recommended!
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