Principles of Marketing (Principles of Marketing)

Principles of Marketing (Principles of Marketing)
Average customer rating:

Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts

Very Helpful !!

MKT 301 - Textbook

Principles of Marketing by Philip Kotler and Gary Armstrong

Principles of Marketing (Principles of Marketing)
Philip Kotler , and Gary Armstrong
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books
General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
Business & Investing | Qualifying Textbooks - Fall 2007 | Stores | Books
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ASIN: 0131469185

Book Description

The 11 ^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field. Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace. An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Customer Reviews:

Principles of Marketing continues its tradition of being the best. Reviewed by: Adam Platts.......2006-09-28

Principles of Marketing by Philip Kotler continues to be an excellent marketing reference. The 11th edition (2005) is an impressive example of good organization and instructional thoughtfulness. Principles of Marketing is an excellent, enjoyable, and practical book that sheds light on what marketing really means in the US and Global environments.
Reviewed by: Adam Platts, Northridge

Very Helpful !!.......2005-10-24

Highly recommended for those who are new to Marketing.
There are so many examples which help to understand the theories much more easier.

MKT 301 - Textbook.......2005-09-06

The same great quality of a hardback in a paperback for less then half the price. Who can beat that?

Principles of Marketing by Philip Kotler and Gary Armstrong.......2005-08-05

I have used Principles of Marketing by Philip Kotler in my university days of the 1980s when I was learning the basics of marketing. It is gratifying to note that my favourite marketing reference book has been kept up to date. The latest international edition, the 11th edition (2005) is really the top quality book that one would expert of Kotler and his colleague.

"Principles of Marketing" is an excellent textbook on the current marketing trends. It is an enjoyable and practical book. After reading the book, one will really understand that marketing is all about understanding the customer needs and finding solutions that delight the customer. The reader will come to appreciate that marketing is a philosophy of doing business for those organisations that are going to thrive in the current highly competitive global markets.

This delightful book should be very useful for both newcomers to marketing and for those like me who studied marketing years ago and are at the risk of being left behind by the current marketing trends that exploit the vast opportunities presented by the internet.

Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)

Average customer rating:

Advertising: Principles and Practice (7th Edition) (Advertising: Principles and Practice)
William D. Wells , Sandra Moriarty , and John Burnett
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

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ASIN: 0131465600

Average customer rating:

Overpriced for what you get
The only thing active is the buyer's credit card! Tell your University not to use this book!

Principles of Marketing, Activebook 2.0
Philip Kotler , and Gary Armstrong
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Paperback

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What Is Marketing?

ASIN: 0130418145

Book Description

This paperback book is invaluable as a guide for readers interested in learning the principles of marketing. Readers can personalize the material by adding notes and comments and utilizing the dynamic online resources, allowing them to learn about marketing in an exciting and real-life manner. Topics covered in this “workbook” include: understanding marketing and the marketing process (managing profitable customer relationships); developing marketing opportunities and strategies (managing marketing information, consumer and business markets, consumer and business buying behavior); developing the marketing mix (product, service, branding, and pricing strategies); managing marketing (creating competitive advantage); and the global marketplace. This activebook is perfect for the marketing manager, department head, or other marketing personnel; its comprehensive appendices make this a perfect reference for the office or home.
Customer Reviews:

Overpriced for what you get.......2007-10-22
This book does have a lot of useful information contained within the pages but it is impossible to sit down and read it. The writing is very bland and I think it would be impossible to read it cover to cover. However I have skimmed through the entire book to get a better understanding of its contents and refer back to it from time to time during projects.

As for the online portal I agree with the other reviewer, it is not worth the price of the book. And I really didn't like that it expires after a year.

If you are even looking at this book, I assume it is required reading for a class. If that is the case, buy it used, even if you don't get the online access, it is not worth the extra money.

The only thing active is the buyer's credit card! Tell your University not to use this book!.......2006-06-29
There is NO review material in this book. All of the review material must be accessed online. An activation code that expires after a year must be used to access any of the online review material.

My new finance books (hardback) cost only $35 more for double the number of pages, smaller print (the print size in Kotler's book looks like a freshman trying to make the minimum page length), and hundreds of exercises.

Marketing 2.0 is not worth anything close to the price. The buyer essentially receives a $115 magazine with an offer to subscribe to the publishers site.

Average customer rating:

Nice

easy guide for advertising students.

Advertising: Principles and Practice (6th Edition)
William D. Wells , John Burnett , and Sandra Moriarty
Manufacturer: Prentice Hall
ProductGroup: Book
Binding: Hardcover

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ASIN: 0130477222

Book Description
The most exciting, practitioner-based introduction available to the field of advertising. Exceptionally real-world in focus—with examples, issues, and applications interlaced throughout—this best-selling introduction to both the theory and practice of advertising provides important insights into how advertising is done, who does it, and the critical questions that must be resolved. It provides a focus on what principles and practices make advertising effective—and the volume's rich and extensive support package make the teaching/learning process not only exciting, but more effective as well. The volume examines advertising foundations, environment, background, planning, and strategy, advertising media, creating advertising and marketing communication elements. For those interested in effective advertising.

Customer Reviews:

Nice.......2002-07-13

I got this book within two days, exactly when I needed it. It arrived on time and in good packaging. I would like to thank el felix for sending the book. I am anxious to use it.

easy guide for advertising students........1998-10-17

Every step expains the advertising basic component. It can help you understand the advertising.

How Brands Become Icons: The Principles of Cultural Branding

Average customer rating:

Dissapointment
Surprisingly Important Book
Great - even the most successful iconic brands have emerged more by intuition than by design.
Make your brand an icon
Planning to be an Icon, not Hoping it will Happen

How Brands Become Icons: The Principles of Cultural Branding
D. B. Holt
Manufacturer: Harvard Business School Press
ProductGroup: Book
Binding: Hardcover

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ASIN: 1578517745

Book Description

“Iconic brands” (ie: Coca-Cola, Volkswagon, Corona) have social lives and cultural significance that go well beyond product benefits and features

This book distills the strategies used to create the world’s most enduring brands into a new approach called “cultural branding".

Brand identity is more critical than ever today, as more and more products compete for attention across an ever-increasing array of channels. This book offers marketers and managers an alternative to conventional branding strategies, which often backfire when companies attempt to create identity brands.

Customer Reviews:

Dissapointment.......2006-02-02

I am very surprised with the rave reviews of this book here. I decided to purchase it for two reasons. First, I trusted the reviews here and decided it would be important to own this book. Second, I am familiar with Douglas Holt's academic work, and have read his articles in academic journals. I thought this book will be very interesting to read.

I am dissapointed mainly because I find that the book does not tell me something original. Instead what Douglas Holt keeps saying in this book is that building an iconic brand is possible by focusing on culture not products. His argument is not convincing, especially when he tries to disprove other forms of brand building: tradition, cultural and emotional. If I have a brand new product, can I still build an icon? Is it advantageous to have an iconic brand? What are the downside of it? These are not talked about in the book.

Another problem is that he keeps repeating the same argument again and again. It gets very boring after a few pages only.

What a disappointment!

Surprisingly Important Book.......2005-11-08

I'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.

Great - even the most successful iconic brands have emerged more by intuition than by design........2005-08-17

This is an excellent book! Douglas B. Holt gives a cultural perspective to branding which is not that trivial to all managers. The book also presents historical analyses on brands like Mountain Dew, Corona, Volkswagen, and many others. The clear message is that iconic brands can't be created through conventional branding strategies, instead there is a need for a cultural perspectice to branding.

Make your brand an icon.......2005-04-14

Informative and entertaining, this book is a combination of cult references and great ideas. A solid guide to making your brand more succesful,Douglas provides the background knowledge you do the rest.

Planning to be an Icon, not Hoping it will Happen.......2004-11-19

A few, a very few products make it to icon status: Coke, Volkswagen and Harley-Davidson to name a few. And these have come about more by chance than by planning. In their time the marketing managers of these companies were just trying to establish next quarters sales.

This is one of the first books I've seen that approaches branding from a view of this kind of permanence, this kind of cultural approach. Most clear is the message that following trends can never build an iconic brand.

I'm not so sure that todays management, focused on this quarter, and maybe next is really ready for thinking about forming a brand that will endure for generations. Yet you do see companies with the kind of foresight to do just that. When Microsoft went into Russia, they went in with the view to establish their brand as the defacto standard. The immediate profits were basically ignored, but next year, and the year after that....

This is a book that has to get above the marketing manager, the CEO needs to provide the direction to say that we want to be the next Klenex.

Color Design Workbook: A Real-World Guide to Using Color in Graphic Design

Average customer rating:

An excellent place to start!
Oh my Colors!
Great book that inspires me to get to work!
A nice overview
Colorful

Color Design Workbook: A Real-World Guide to Using Color in Graphic Design
Noreen Morioka, Terry Stone Sean Adams
Manufacturer: Rockport Publishers
ProductGroup: Book
Binding: Hardcover

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ASIN: 159253192X

Book Description

Designers know that color is an extremely vital part of any design project and not a subject to be taken lightly. For better or for worse, it affects moods and elicits reactions.

Color Design Workbook invites readers to explore color through the language of professionals. As part of the Workbook series, this book aims to present readers with the fundamentals of graphic design. It supplies tips regarding how to talk to clients about color and using color in presentations. Background information on color such as certain cultural meanings is also included. Color Design Workbook breaks down color theory into straightforward terms, eliminating unintelligible jargon and showcases the work of top designers and the brilliant and inspiring use of color in their design work.

Customer Reviews:

An excellent place to start!.......2007-09-04

In design and illustration it can often be all to easy to overlook the important basics such as colour. This excellent book from Rockport takes you through the basics, to some more complex ideas and has plenty of high quality product examples. For people like me who didn't go to art college this sort of reference is a must.

Oh my Colors!.......2007-06-07

Ver good book on color design. Has many useful examples as well as intersting ways to use them. Also good for beginners to introduce them to color without overwheling them. Would recommend to novice-intermediate designers, but also a good reference for some pros.

Great book that inspires me to get to work!.......2007-02-27

I love colors... probably too much... but I always seem to pick the same color palette when I'm designing things, and can't seem to stray to far from them, so I needed this book. It's fantastic. It shows color palettes that have been put to work in real-world settings. It also has nice explanations on color theories and the meanings of colors. The book is well organized and detailed-- I haven't found an AdamsMorioka book that I didn't like. Great job! PS I got my book from an amazon subsidiary-- it was a used book from warehouse_deals for a smashing $17.08 + nominal shipping. You'd never guess that this book had ever been used. I ordered two other books from warehouse_deals, too... if you can snag a book from them at such a great price, you won't regret it. Their shipping is as quick as amazon's standard shipping. :)

A nice overview.......2006-11-11

This book offers a great overview of color w/ practical uses in design. It covers consisely and clearly basic color concepts,theory, color meaning, and other useful advice and knowledge. It offers practical ways of looking at color through graphic design w/ case studies and showing lots of different work. The layout is fun, colorful and organized. This book should be recommeded on any design students reading list

Colorful.......2006-03-27

I have started reading this book, so be warned.

My initial reaction is that it is a very good survey of color, the author(s) do a good enough job introducing color.

What I disagree with is their recommendation for color systems, but that's a personal opinion. As more and more people use the computer and (Adobe) software for color correction, I would tend towards the rbg + cmy color wheel.

Everything else I read is, like I said, a good introduction.

Average customer rating:

The Principles of Advertising and Imc
Tom, Ph.D. Duncan
Manufacturer: McGraw-Hill Companies
ProductGroup: Book
Binding: Hardcover

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Principles of Advertising & IMC w/ AdSim CD-ROM

Average customer rating:

Principles of Advertising & IMC w/ AdSim CD-ROM
Tom Duncan
Manufacturer: McGraw-Hill/Irwin
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Book Description

PRINCIPLES OF ADVERTISING AND IMC, 2/e by Tom Duncan explains the principles and practices of advertising and the other marketing communication functions within an integrated context complete with an integrated planning process. Duncan’s text presents the new ways companies communicate with business-savvy customers. It also shows how and why top management demands accountability of how advertising and promotion dollars are spent. PRINCIPLES OF ADVERTISING AND IMC provides students with a basic understanding of all the major marketing communication functions, the major media alternatives, and the processes for integrating these activities in the most effective and efficient way in order to develop long-term, profitable customer relationships that build brands and create brand equity. Based on feedback from reviewers, author Tom Duncan has increased the 2nd Edition coverage of key advertising concepts (like channel marketing, customer service, direct response and personal selling) to ensure a well-rounded approach to the Principles of Advertising course.

AdSim is an Advertising Simulation set in the consumer electronics industry where students are required to make decisions about Agency selection; Brand positioning and messages; Media Selection, including traditional and non-traditional; Market Research, both ordering and interpreting; and Budgeting. This simulation, created by SmartSims, provides a highly engaging means of developing a real understanding and appreciation of the fundamentals and dynamics of communications, advertising and promotion in business. AdSim challenges students to apply recently learned concepts, principles and explained practices in development of overall communications, advertising and promotion campaigns, whether against the computer in the Single-Player version or in direct competition with their peers in the Multi-Player version.

AdSim for Duncan incorporates an Integrated Marketing Communications (IMC) approach as promulgated in Principles of Advertising and IMC, 2/e by Tom Duncan. AdSim for Duncan has been modeled on the contemporary US Digital Camera Market. Using this simulation, students will develop: • A better understanding of how to implement an IMC approach in the development of an overall advertising and promotion plan. • Insights into selecting different media for specific communications goals and target markets while being constrained by a fixed budget. • Insights into the influence of brand awareness and the importance of on-going measurement. • A better understanding of implementing promotion campaigns for existing customers, including the use of customer relationship management (CRM) applications. • Critical decision-making and team participation skills in an interactive learning environment.

The Whole Brain Business Book
Average customer rating:

Spurred my burning interest in understanding the world's most powerful portable thinking machine located between my two ears!

Too Simple

Herrmann's Brain Dominance Instrument: A New Way of Thinking

A "must read" for any business person!

Whole brain thinking at its best.

The Whole Brain Business Book
Ned Herrmann
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Hardcover

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The Whole Brain Business Book is the long-awaited culmination of Ned Herrmann's highly respected and extensive research and testing. In it, he presents his four-quadrant model of the brain and the corresponding thinking styles: logician, organizer, communicator, and visionary. Most people and organizations, he demonstrates, are stuck in a ``brain rut'' because their work is dominated by just one mode. Through highly practical explorations and exercises, he shows individuals and organizations how to harness the power of the whole brain. Readers will use The Whole Brain Business Book to expand their own thinking styles--to create and manage Whole Brain Teams--and to introduce new levels of flexibility and innovation into the corporate culture. It will show them how organizations like DuPont and GE use their ``whole brain'' orientation to thrive and profit in times of chaos--and it will help them to do the same.

Customer Reviews:

Spurred my burning interest in understanding the world's most powerful portable thinking machine located between my two ears!.......2006-10-08

'The Creative Brain' was my first brain book that helped me to understand my learning, thinking & decision making preferences - my brain dominance, to be precise. It came with a valuable proprietary personal assessment tool, the Herrmann Brain Dominance Instrument (HBDI). I felt very good after learning about my scored results (from the author's outfit in the United States) with the tool, which eventually allowed me to exploit my capabilities - & to overcome my limitations - in both professsional & personal terms.

The book also had an interesting story about the author, Ned Herrmann, & his amazing journey of personal self-discovery. He was trained as a physicist & worked at General Electric in a management function. Yet, he also enjoyed an active career as a performing artist - first as a singer & later as a painter/sculptor.

It was rather a thick book, printed in large format, with 400 odd pages, but it was filled with personal anecdotes, solid data, & useful charts.

I had enjoyed reading - & reflecting upon - the book very much at the time I had bought it in the late 80's. I was then working as a General Manager of a high- technology laboratory (Real Time Graphics) from Sweden, with a research focus in developing value-added applications with their proprietary real-time man-machine communication software, designated as 'EyesScream'. In reality, Ned Herrmann's book game me a lot of valuable application insights, particularly from the standpoint of cognitive ergonomics. The experiences allowed me to work efficiently & effectively with many customers.

Subsequently, I went on to acquire the author's second book, The Whole Brain Business Book, in the mid-90s. WOW, another wonderful book from Ned Herrmann! In it, the author expanded my understanding of the metaphorical four-quadrant model of the brain & its corresponding learning, thinking & decision making styles: logician, organizer, communicator, & visionary. I also enjoyed reading the book very much as I felt really inspired & empowered after learning how to harness the power of the whole brain.

By the way, this is Ned Herrmann's definition of creativity: "Among other things, it is an ability to:

- challenge assumptions
- recognise patterns
- see in new ways
- make new connections
- take risks
- & seize upon a chance."

In some way, the two books spurred my burning interests on a continuing quest for better understanding of the world's most powerful portable thinking machine, located between my two ears!

Too Simple.......2001-11-18

Details in the the explaination & implication as a Sales & Marketing is too simple as a Sales Person.

Herrmann's Brain Dominance Instrument: A New Way of Thinking.......2000-03-06

Ned Herrmann's book, "The Whole Brain Business Book", deserves a five star rating. Herrmann has written an excellent book, I only wish I had read it seven years ago when I first ventured out in the world to start my own business. It is a must read for anyone who is planning on starting their own business, has a startup business, or has decision making responsibilities in an organization. The Whole Brain Business Book is very easy to read and is written in a very instructive manner. The author provides many examples from his research and he uses a number of diagrams that are very useful in determining a company's and/or one's personal management style, in addition to some insight as to how one thinks, makes decision and work together with other people. A number of exercises and step by step instructions are provided to assist readers in learning how to make decisions that incorporate all of the brain's functions. I found some very valuable information in this book that I will use to enhance my decision-making process. Herrmann has made me stop and re-evaluate some of the ways I approach a number of business issues.

This book is divided into five dynamic sections; each section is packed with methodologies, examples and exercises for utilizing Herrmann's concept. Herrmann provides some hard evidence to support his Herrmann Brain Dominance Instrument (HBDI) tool. HBDI is an assessment tool that is uses to determine what drives the way one thinks and makes decisions. HBDI utilizes four quadrants (styles), Organizer, Personalizer or Visualizer, each quadrant represented by a letter A-D. Herrmann believes that we make decisions based on some combination of these four thinking styles and that cultivating these styles and utilizing the resulting energy is the key to productivity and creativity in business.

Herrmann presents some very interesting information about entrepreneurals, and how they rank based on his HBDI tool. He expands this discussion by pointing out the difference between a entrepreneural, one who works for him/herself and a intrapreneural, one who works for a company. Herrmann discusses risk taking and the importance in learning from failure. He pursues this further by describing the type of management that nurtures creativity and sets the stage for innovative thinking. Herrmann discusses characteristics of people who are on the outer realm, (he calls them Mavericks) and how and why they are so successful (he uses Tom Peters and David Letterman as examples). He touches on process reengineering, and how it is generally initiated based on cost savings versus change in work processes. In addition, he provides some interesting research data regarding CEO's and how they ranked a list of sixteen primary work elements. In the final chapter, Herrmann presents some helpful steps for becoming a Whole Brained Businessperson.

A "must read" for any business person!.......1997-06-12

Ned Herrmann's Whole Brain Business Book is one of the most useful business books to appear in a decade. Use of the whole brain model to align people's thinking style preferences with their work may be the single most powerful way businesses can increase productivity without increasing costs.

Mr. Herrmann's conversational style and "whole brain" teaching approach make the book highly readable. The book reviews the history of business in this country in terms of the kinds of thinking valued during each era. More importantly, it predicts the shift that must take place in business thinking in order to compete effectively in the growing global economy in decades to come. Effective team functioning and creative, strategic thinking are enormously important to business today. The Whole Brain Business Book tells how to maximize both.

The four quadrant model developed by Ned Herrmann is a powerful tool. The Whole Brain Business Book describes how to use it. Because the model was developed while Mr. Herrmann was working at GE, for use by business, and because it is physiologically based, it is more acceptable to many business people than many similar organizing constructs available today.

With this book Ned Herrmann provides individuals and companies with a tool to enhance understanding of themselves and others, take the emotional charge out of differences, and increase individual and team effectiveness. Unlike many business books whose ideas are good in the abstract, but difficult to make concrete, Mr. Herrmann provides simple graphics which make the ideas easy to remember and use. Examples include the Communication Walk-Around Exercise and the Whole Brain Delegation Walk Around Model.

Anyone working at any level in business should read The Whole Brain Business Book. Incidentally, it will improve your personal relationships as well. You will never look at yourself or others in quite the same way!

Sharon Eakes & Hal Williamson of Hope Unlimited, LLC

Whole brain thinking at its best........1996-07-02

At the core of Ned Herrmann's most recent book lies his belief that the functioning of the human brain is driven by a four-quadrant interconnected set of mental processing modes. These four thinking styles, says Herrmann, originate in the brain's left and right cerebral hemispheres, and in the left and right half limbic systems, each resulting in significantly different and distinct behavioral characteristics in human beings. How this complex brain interaction determines thinking mode dominance and thinking style preferences, and how individuals and organizations can benefit from such understanding, are the main themes of this highly thought provoking and exceptionally relevant management book. Herrmann's work is widely thought of by training and development specialists as superseding earlier "left brain/right brain" thinking models as well as having advanced new concepts of mind research and their applications in business settings. In fact, this is the first book exclusively dedicated to applying whole brain thinking to a wide range of business situations.Thinking dominance by one of the four styles leads to the development of preferences, which in turn establish our interests, foster the development of competencies, and influence our career choices and ultimately the work that we do, contends Herrmann. Knowing whether you, your organization, or a particular job, is predominantly quadrant A, B, C, or D oriented, makes all the difference whether or not relationships have an opportunity to develop and flourish or to remain counter-productive and underutilized. Mismatching people and assignments by not using whole brain thinking processes can be extremely costly, both in terms of individual psychological danage and in terms of negative organizational results, suggests Herrmann.Knowing your thinking preference is a good place to start understanding whole brain technology. You can get an idea of whether you are an Analyser, Organizer, Personalizer, or Visualizer (Quadrants A, B, C, and D, respectively), by completing the Preference Indicator Exercise provided in the book. Better yet, you can complete the HBDI (Herrmann Brain Dominance Instrument) survey, which, when evaluated by trained specialists from the Ned Herrman Group, will result in your own HBDI Personal Profile. Call the NHG at 704-625-9153 for specific details. This review was written by Bruno Lewandowski, Editor & Publisher of World Aero-Engine Review, a monthly jet propulsion newsletter

Average customer rating:

Outdated
Don't bother buying this book
Very good, but dated
A second edition is urgently needed
A very practical book - I love it !

Principles of Internet Marketing
Ward Hanson
Manufacturer: South-Western College Pub
ProductGroup: Book
Binding: Hardcover

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Similar Items:

E-Marketing (4th Edition)
Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide
Advertising on the Internet, 2nd Edition
Internet Marketing
World Wide Web Marketing: Integrating the Web into Your Marketing Strategy, 3rd Edition

ASIN: 0538875739

Book Description

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don?t, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization?s marketing strategy.

Customer Reviews:

Outdated.......2007-01-26

Well intentioned, and a good overview.... for 1999. The web and the world have changed substantially since the book was published.

Don't bother buying this book.......2005-11-09

I am a high-tech marketing manager and an adjunct professor. From both the real-world business side as well as the academic side, I found this book to have little value. It spends page after page on general issues regarding Internet Marketing, and never gets to anything that could be used or implemented in the business world. Topics are explained without giving specific details as to how to implement the Internet Marketing idea. A very specific example is a description of viral marketing which the author refers to as "Creating a Wave." The short section goes on to say that free media, publicity and word of mouth are important. Of course they are. But how do you get them? I feel sorry for the students that are required to purchase this book. I guess they'll have to learn Internet Marketing on the job. I'm glad I only paid $10 for this book used instead of the $90+ list price.

Very good, but dated.......2003-10-16

This is a classic. One of the most serious earlier works on the topic. Professor Hanson brought a very solid theoretical framework to Web marketing. The book came at a time when we finally all wanted to get more rigouros with the "New Economy". I perused it again recently for a seminar I am giving, and it is still an excellent reference book. I would give four stars to an updated edition. I don't know if they are planning it.

A second edition is urgently needed.......2003-04-10

I used the first edition in one of my e-commerce courses. While the book migth still deserve 3 stars it is very much dated and my students had to do much additional research in the net to round most of the topics.

A very practical book - I love it !.......2001-05-06

This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical - and closest to the need in the real business world ! Lots of very interesting case studies in it, and most important of all, the book contains a lot of very useful and updated researches and statistics that confirms a lot of beliefs ( and clear lots of doubts) I have had in my job. Don't be put-off by the title of the book " Principles of Internet marketing" - they are not pure academic / classroom-type "principles", they are very applicable to the real business world ! If you are working in the internet marketing area, or if you plan to enter this field, don't miss this book !!!

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