Internet Marketing

What were the first, most critical decisions that locked internet marketing on its current path of development? Steinbock interviewed the early key players and finds that contrary to conventional wisdom, the internet has been a "hard shell" right from the start. His book covers the entire field, from the seminal P&G "crisis" speech up through the present internet era, with Dell and FedEx as the models, and proves that regardless of what may come next, it's crucial to understand what came first. This book is essential reading for marketing, advertising, and the internet decision makers and their academic colleagues.

This is the only book to take a truly strategic approach to using the Internet in business. It examines the impact of the Internet business throughout the organisation and shows how companies can exploit the Internet for their advantage.

Companies on the Internet fast track are all abuzz about the unquestionable potential of B2B e-commerce. Reliable estimates suggest that a trillion dollars will be transacted over the Web in the next few years -- and the bulk of that will occur in the business-to-business space. For all of the discussion, however, this vast frontier of Internet commerce is still unexplored by most companies with the potential to profit. They simply don't know how to get started.

B2B provides the first definitive blueprint for creating a profitable business-to-business Web strategy. It describes huge B2B success stories such as Cisco Systems and Dell Computer, and smaller trailblazers including VerticalNet and eCredit.com, to illustrate how any company can navigate this space. Written by a frontrunner in the field, B2B breaks down a previously cryptic topic into easy-to-understand steps, and provides a how-to game plan for succeeding at the greatest opportunity yet in online commerce.

After a decade of treating the topic of e-commerce with awe and confusion, we can now step back and analyze the subject more objectively. From launching an electronic storefront to managing complex supply chain operations, most companies have ventured into e-commerce; but even the best-run bricks-and-mortar enterprises have run into snags in the virtual world. Even mighty Wal-Mart, for example, took its website through several redesigns and sales strategies, and Borders eventually outsourced its Internet sales activites to rival, Amazon. Today, however, the key question is not whether your firm should invest in e-commerce, but how you can do so most profitably. In Implementing E-Commerce Strategies, Marc Epstein goes beyond the hype to focus on the practical angles of designing, executing, and successfully managing an e-commerce strategy that works for your company. Showcasing the experiences (both positive and negative) of 32 firms in a variety of industries, he demonstrates what works and what does not, and shows you how to integrate e-commerce into your company's strategy, build support systems throughout the organization, and measure the return on investment of your e-commerce initiatives.

Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer "profile," then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners.

The advent of the Internet and other new digital technologies means that companies—be they virtual or traditional bricks-and-mortar—must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from such companies as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors focus on the strategic role of e-branding. Practical, tested, and designed for companies in any industry, this book presents a lively look at creating and sustaining e-brands beyond the current dot-com fizzle.

From the Sloan Management Review comes a remarkable collection of articles written by highly regarded experts in the field of e-business. This second book in the MIT SMR Management series is aimed at those seeking to integrate e-business into their enterprises as a way of maintaining-or establishing-competitive advantage. Strategies for E-Business Success offers a roadmap of the fundamental principles and tools executives need to Build profitability and earn a solid rate of return on investment Avoid being seduced by half-truths that can lead to critical strategic errors Create a successful Web strategy Concentrate on achieving market leadership rather than technology leadership Achieve competitive advantage on the Internet Build relationships of trust with their customers Explore the best practices of companies that really know their customers Understand the strategic value of Internet communities Implement an evolutionary approach to the development of software solutions Examine the organizational implications of an open-source world

This nationally acclaimed best seller is a spirited, original, and wonderfully irreverent conversation that will challenge, provoke, and forever change your outlook on the digital economy. A rich tapestry of anecdotes, object lessons, parodies, insights, and predictions, The Cluetrain Manifesto illustrates how the Internet has radically reframed the seemingly immutable laws of business -- and what business needs to know to weather the seismic aftershocks.