World wide web marketing, 3° Ed.

This fully updated edition of the best-selling World Wide Web Marketing provides the information marketing managers, advertising professionals, and publicists need to understand how the Web can benefit their organization. Author Jim Sterne not only takes classic marketing principles and applies them to Web strategies, but also describes the new opportunities presented by the latest technologies. This updated edition includes approximately 40 percent revised material and provides a how-to guide to the following new topics: Interactivity, Affiliate marketing, Using B2B technology to sell through resellers, Wireless marketing, eMetrics (how to measure online marketing strategies), and Data mining techniques. The ultimate Web marketing book that will help readers take full advantage of the power of the internet.

Acknowledgments.

About the Author.

Introduction.

Using the World Wide Web for Marketing What Are You Trying to Accomplish?

Customer Service First.

The Usable Web Be Kind to Your Users.

Interactivity Goes with the Flow.

Selling Services.

Feedback.

Value Added Marketing It's Personal.

Personalization Getting to Know You.

Professional Personalization Extranets and Customer Relationship Management.

Partner Relationship Management.

Attracting Attention.

Measure for Measure.

Managing Your Site and Your Sanity.

Looking toward the Future.

Index.