Overview

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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9780471441090

Table of Contents

Reviews

...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)

...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)

"""...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)"

Author Information

RALPH F. WILSON is one of the world's top Web-marketing and e-business authorities. He is the founding editor of Web Marketing Today(r), Web Commerce Today(r), and Doctor Ebiz(r), and his work has been praised in numerous publications, including The Wall Street Journal, Business Week, Business 2.0, and PC Magazine.

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