Average customer rating:
- DOUG MILLSTIEN IS OUT OF THIS WORLD
- Setting your brand on fire.
- my review
- Not Hype! A System for Reality...and innovation.
- Beyond the Frontiers - A genetic approach to the Brand
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Firebrands: Building Brand Loyalty in the Internet Age
Doug Millison , and
Michael Moon
Manufacturer: McGraw-Hill Osborne Media
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Marketing Metrics: 50+ Metrics Every Executive Should Master
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ASIN: 0072124490 |
Book Description
This book explains digital branding and how to implement it in the current marketplace.
Download Description
This book explains digital branding and how to implement it in the current marketplace.
Customer Reviews:
DOUG MILLSTIEN IS OUT OF THIS WORLD .......2007-08-07
This person cant write if his life depended on it, i read it and now used it for a door stop. I wouldnt recommend this to anyone. I might use it if hes lucky for my son to sit on at the dinner table.
Setting your brand on fire........2001-06-09
There are so many books on the market that discuss the concept of 'brand' from so many different points of view, that it's difficult to sort out the good from the bad. This is one of the good ones.
Moon and Millison define the basic concepts around brand. They explain in clear buzzword-light language what influences the growth and positioning of a brand. Finally, they provide ample and well-explained pointers to further reading to help understand some of their basic ideas more clearly.
As a consultant working for a systems integrator, one of the things that impressed me the most was the focus on execution. Many books about branding seem to imply that the technical details are irrelevant to brand success, but _Firebrands_ makes the point that a relationship with a customer only has brand value when supported by appropriate policies, training, and technical infrastructure. This is a message that can't be, IMO, repeated often enough.
Well worth the time to read.
my review.......2001-03-08
I have read Firebrands and found it extremely useful. As a systems integrator in St. Louis, I have used this book to help my clients understand the importance of a technical infrastructure in building a vibrant brand.... Mind you, this is not a 60 second brand manager book.
Not Hype! A System for Reality...and innovation........2001-03-05
Firebr@nds is not a bedside book, it's a cookbook, a tool for being AT CAUSE when it comes to building successful, powerful communications for the internet.
As a Technology Interface Architect , the building of brand into the interaction of the product is vital to it's success.
My clients over the past 12 years have been besieged by what appears to them this mysterious thing out there that will grow over some process, that we will somehow invoke, and it will be successful if the powers that be are on our side.
This book makes it all very clear, while eliciting sympathy for all of us who have built brands. A genuine appreciation for its complexity is gained as you read a systemization of brandbuilding in Firebr@ands.
Moon has given us a thorough and deep taxonomy for building the brand from many different pragmatic angles. The dramatic distinctions in language make it easy to use the language as a tool in any company when it comes to educating organizations in building brand.
This is a book that I will return to over and over again as I help my clients grow their products into the future. It was a very brave, and necessary book to write. BRAVO!!!!
Beyond the Frontiers - A genetic approach to the Brand.......2001-03-01
As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".
The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.
What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.
Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".
As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.
Be warned - this is not a shallow pop-business, executive book of the hour read. This is a genetic level approach to a new mindset. It must be read slowly, deliberately, and with a totally open mind. The graphics are not simply illustrative they are literally a book unto themselves. Read this brandspace atlas one chapter at a time, review the graphics, and with time and reflection you will understand.
Book Description
This book is a comprehensive guide to how organizations can use the internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the internet. New to this edition: a revised structure providing a clear sequence to the stages of strategy development and implementation; a new chapter on how the Internet can be used to vary the marketing mix; new chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development, strategy chapter has been updated to reflect latest thinking; greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing; new case studies; relationship marketing chapter now takes a CRM-oriented approach; new, four-color design to improve clarity.
Customer Reviews:
The best book ever.......2005-07-27
I'm wondering what you'd found in this book?
This book is simply no more a bunch of cabbage than any other dumb thing I've been stuffed.
Boo !
I met the authors. Buy the book now........2001-11-22
I met the authors of this book and i highly reccommend to anyone who wishes to learn more about Internet Marketing to buy it. Dr Dave Chaffey - one of the authors of this book was my lecturer in E-Commerce Communications and my supervisor during my thesis. His knowledge, research and academic background on the subject will provide you the most essential tools to understand what Internet Marketing is all about. Don't think about missing this opportunity. The book is well structured, written in simple english and contains excellent examples of how the major e-commerce players in the market use Internet marketing to promote their products. This book is a must. Excellent value for money.
The best book about Internet Marketing!.......2001-10-26
It's the best book on this topic I've seen.
Very well structured, reviewing all the essential aspects of the problem, this book is really the best choice for marketers.
I'd like to recommend "Internet Marketing" as the only real useful book about Internet Marketing.
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
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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 !!!
Book Description
For businesses that are either planning to launch a new e-business or increase the profits of an existing one, this book provides techniques and methods to increase effectiveness and growth. Approaches to viewing a company's foundation introspectively through products, services, branding, target markets, online objectives, and budget are discussed, as is how to objectively evaluate the effectiveness of a website. Proven online marketing techniques such as link strategy, mail lists, content site advertising, newsgroup marketing, viral marketing, RSS, blogvertising, behavioral advertising, and emerging techniques are outlined. Guidance in the areas of creating the right interface, design and brand integrity, online copy and quality content, persuasive navigation and functionality is also given and methods for campaign testing, measuring metrics, and analysis are covered.
Customer Reviews:
Was a schill for the authors other book and certain companies.......2007-02-17
This book was largely uninformative, too broad in scope to be useful, and every chapter it felt like it was a pitch for some web companies's Wares, including the other authors Book. Do not waste your time on it.
Great Book.......2007-01-10
Gives a great overview of different strategies to use that are quick & easy to implement.
Book Description
Integrating marketing theory with Internet reality, this book helps readers develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities for conducting a wide variety of marketing activities that do not involve product-related transactions (e.g., marketing research, customer service). Includes real-world examples. The Nature of the Internet Influence on the Marketing Environment. A Framework for Understanding Marketing and the Internet. Consumers and the Internet Environment. Marketers and the Internet Environment. Technology and the Internet Environment. Policymakers and the Internet Environment. Strategic Marketing Planning with the Internet. Marketing Research and the Internet. The Internet as Content: Digital and Physical Products. The Internet as Channel: Aspects of Distribution. The Internet as Communication: A Computer-Mediated Medium. Business-to-Business Marketing with the Internet. Managing the Internet: Decision Support Tools. For anyone doing business on the Internet.
Customer Reviews:
Great New Internet Marketing Book.......2001-01-17
I recently purchased this book and have found it to be extremely helpful in understanding the intersection of marketing and the Internet. I am a computer engineer trying to better comprehend the world of business. This book provides both theoretical and practical insights that have been extremely useful. The book is very well written in a style that is accessible to an outsider, yet covers the topics in significant depth.
Book Description
Check out the supplemental website! www.DrakeDirect.com/OptimalDM/
"Destined to be the definitive guide to database marketing applications, analytical strategies and test design."
- Brian Kurtz, Executive Vice President, Boardroom Inc., 2000 DMA List Leader of the Year and DMA Circulation Hall of Fame Inductee
"This book is well written with interesting examples and case studies that both illustrate complex techniques and tie the chapters together. The level of detail and treatment of statistical tools and methods provides both understanding and enough detail to begin to use them immediately to target marketing efforts efficiently and effectively. It is perfect for a course in database marketing or as a handy reference for those in the industry. "
- C. Samuel Craig, New York University, Stern School of Business
"This book should be studied by all who aspire to have a career in direct marketing. It provides a thorough overview of all essential aspects of using customer databases to improve direct marketing results. The material is presented in a style that renders even the technical subjects understandable to the novice direct marketer"
Kari Regan, Vice President, Database Marketing Services, The Reader’s Digest Association
"Finally, practical information on database marketing that tackles this complex subject but makes it clear enough for the novice to understand. This book serves as more than a primer for any senior manager who needs to know the whole story. As one who has spent over 20 years of his career involved in publishing and database marketing, I have a real appreciation for how difficult it is to explain the finer points of this discipline, while keeping it understandable. This book does that admirably. Well done!"
- Patrick E. Kenny, Executive Vice President, Qiosk.com
"This book is especially effective in describing the breadth and impact of the database marketing field. I highly recommend this book to anyone who has anything to do with database marketing! -- works in or with this dynamic area."
- Naomi Bernstein, Vice President, BMG Direct
"Ron Drozdenko and Perry Drake have written a guide to database marketing that is thorough and that covers the subject in considerable depth. It presents both the concepts underlying database marketing efforts and the all-important quantitative reasoning behind it. The material is accessible to students and practitioners alike and will be an important contribution to improved understanding of this important marketing discipline. "
Mary Lou Roberts, Boston University and author of Direct Marketing Management
"I think it is a terrific database marketing book, it’s got it all in clear and logical steps. The benefit to the marketing student and professional is that complex database concepts are carefully developed and thoroughly explained. This book is a must for all marketing managers in understanding database issues to successfully manage and structure marketing programs and achieve maximum results. "
- Dante Cirille, DMEF Board Member and Retired President, Grolier Direct Marketing
"An excellent book on the principles of Direct Marketing and utilization of the customer database to maximize profits. It is one of the best direct marketing books I have seen in years in that it is broad with specific
examples. I am going to require new hires to read this (book) to get a better understanding of the techniques used in Database Marketing."
- Peter Mueller, Assistant Vice President of Analysis, Scholastic, Grolier Division
"This is an amazingly useful book for direct marketers on how to organize and analyze database information. It’s full of practical examples that make the technical material easy to understand and apply by yourself. I strongly recommend this book to direct and interactive marketers who want to be able to perform professional database analyses themselves, or be better equipped to review the work of analysts. "
- Pierre A. Passavant, Professor of Direct Marketing, Mercy College and Past Director, Center for Direct Marketing, New York University
"The most useful database marketing reference guide published today. The authors do an excellent job of laying out all the steps required to plan and implement an effective database marketing strategy in a clear and concise manner. A must have for academics, marketing managers and business executives."
- Dave Heneberry, Director, Direct Marketing Certificate programs, Western Connecticut State University and Past Chair, Direct Marketing Association
"This book is essential for all direct marketers. It serves as a great introduction to the technical and statistical side of database marketing. It provides the reader with enough information on database marketing and statistics to effectively apply the techniques discussed or manage others in the environment "
- Richard Hochhauser, President, Harte-Hanks Direct Marketing
Ronald G. Drozdenko, Ph.D., is Professor and Chair of the Marketing Department, Ancell School of Business, Western Connecticut State University. He is also the founding Director of the Center for Business Research at the Ancell School. He has more than 25 years of teaching experience. The courses he teaches include Strategic Marketing Databases, Interactive/Direct Marketing Management, Product Management, Marketing Research, and Consumer Behavior. He is collaborating with the Direct Marketing Education foundation to develop a model curriculum for universities pursing the area of interactive or direct marketing. Working with an advisory board of industry experts, he co-developed the Marketing Database course in model curriculum.
Dr. Drozdenko has co-directed more than 100 proprietary research projects since 1978 for the marketing and research and development of several corporations, including major multinationals. These projects were in the areas of strategic planning, marketing research, product development, direct marketing, and marketing database analysis. He also has published several articles and book chapters. He holds a Ph.D. in Experimental Psychology from the University of Missouri and is a member of the American Marketing Association, the Society for Consumer Psychology, and the Academy of Marketing Sciences. He is also the co-inventor on three U.S. patents.
Perry D. Drake has been involved in the direct marketing industry for nearly 15 years. He is currently the Vice President of Drake Direct, a database marketing consulting firm specializing in response modeling, customer file segmentation, lifetime value analysis, customer profiling, database consulting, and market research. Prior to this, Perry worked for approximately 11 years in a variety of quantitative roles at The Reader’s Digest Association, most recently as the Director of Marketing Services.
In addition to consulting, Perry has taught at New York University in the Direct Marketing Master’s Degree program since Fall, 1998, currently teaching "Statistics for Direct Marketers" and "Database Modeling." Perry was the recipient of the NYU Center for Direct and Interactive Marketing’s "1998-1999" Outstanding Master’s Faculty Award. Perry also lectures on testing and marketing financials for Western Connecticut State University’s Interactive Direct Marketing Certificate Program. Along with Ron, he is collaborating with the Direct Marketing Education Foundation to develop a model curriculum for universities pursuing the area of interactive or direct marketing.
Perry earned a Masters of Science in Applied Statistics from the University of Iowa and a Bachelor of Science in Economics from the University of Missouri.
The book evolved from an outlined developed by an advisory board of industry experts that was established by the Direct Marketing Educational Foundation. Contemporary direct marketing and e-commerce could not exist without marketing databases. Databases allow marketers to reach customers and cultivate relationships more effectively and efficiently. While databases provide a means to establish and enhance relationships, they can also be used incorrectly, inefficiently, and unethically. This book looks beyond the temptation of the quick sale to consider the long-term impact of database marketing techniques on the organization, customers, prospective customers, and society in general. Ron Drozdenko and Perry Drake help the reader gain a thorough understanding of how to properly establish and use databases in order to build strong relationships with customers. There is not another book on the market today that reveals the level of detail regarding database marketing applications - the how's, why's and when's.
Features/Benefits:
Draws on numerous examples from real businesses
Includes applications to all direct marketing media including the Internet
Describes in step-by-step detail how databases are developed, maintained, and mined
Considers both business and social issues of marketing databases
Contains a sample database allowing the reader to apply the mining techniques
Offers access to comprehensive package of academic support materials
Customer Reviews:
Statistics.......2004-01-28
If you have ever struggled with statistical concepts and books that only partially explain the sources of each variable in statstical equations, then this is the book for you. Their constant repetition of statistical concepts with each example case study was VERY helpful in cementing these concepts in my mind.
Confidence levels, 1-tailed, 2-tailed tests and the application of these concepts in real world marketing situations can be quite confusing. This book once again came through with clearly explained examples and scenarios.
Optimized database marketing training.......2002-11-13
Having read many books on database marketing, direct marketing, data mining & CRM as a consultant, I appreciate the story line approach heading up each chapter most. Many books fall prone to teaching "at you" rather than guiding the user along "through the experience of doing it".
A second critical factor to look for - once you've gotten through all the introductory books - is finding concrete info on how-to, best practices providing significant content and knowledge. This is the true value-add from the masters: learning is incremental and there must be true takeaways to get the 5 stars.
This said, the authors have made an extremely broad, detailed and well spun story out of a subject matter that can be to say the least, challenging... Moreover, the disciplines of customer analysis, database management & modeling, data mining, statistical analysis, marketing planning are all the focus of reengineering by many of today's major businesses.
Consequently, this book leads nicely and rather naturally into a major subject of the day for many IT & marketeers -- Analytical CRM. As such it is a must read for anyone interested in understanding how A-CRM works in many companies practicing DBM today.
A great next step would be to go from the marketing-IT function(-ing) to the broader enterprise, long-term (relational) infrastructure & practices preached by CRM. Show how the DBM process evolves in to and is transformed by meeting Customer Mgmt strategies. How would DBM work in a enterprise integration, near/real-time, customer interaction CRM initiative?
Finally, as an aside, in reviewing MANY course syllabi across the world in DM/DBM, I've OFTEN found this book as the course text if not mandatory-suggested reading.
I agree -- for all & anyone wanting a good complement to Shepard's seminal work - you can't do any better.
Buy it ! Good reading...
The only book you'll need...well worth buying.......2002-05-31
When I first became involved with database marketing in the mid-1990s, and through my tour of graduate school a few years later, books on the subject fell into two categories: basic and trivial, or advanced and impossible to comprehend. OPTIMAL DATABASE MARKETING is the perfect reference for what is probably the majority audience segment: marketing managers, senior executives, list professionals, data processors, professors, and students who want to understand all the elements of strategic planning and analysis *and* gain practical knowledge to apply professionally or in research endeavors.
In OPTIMAL DATABASE MARKETING, you get a wealth of material on two aspects of the process - for the price of one. Co-author Ron Drozdenko does a great job defining concepts and detailing potential objectives when building files. His coverage of technical specifications and issues is particularly useful.
As for the subsequent chapters: I don't think there has ever been a book written which covers database modeling, and statistical techniques germane to direct marketing, as comprehensively and clearly. Co-author Perry Drake manages to leave no stone unturned and yet convey knowledge in a style that's both understandable and easy to follow. This part of the book is worth the cost alone.
Finally, a practical reference!.......2002-05-18
This book is an excellent tool for direct marketers who need to develop, manage and optimize a database. Tells what to do... what to avoid... I recommend it highly.
This book is on target!.......2002-04-13
This is the first book that covers everything from statistics and database technology to the final marketing application. Perry Drake provides many realistic case studies from his experiences in the trenches as a proven direct marketing professional. His statistical, technical and university teaching background makes this book a valuable read for those just entering the field of database marketing or the seasoned traditional marketing professional.
Average customer rating:
- Helpful, Concise, Complete, Needed
- Not for the serious user
- Tons of information for newcomers and oldies
- Look elsewhere first
- Ho Hum
|
eBay the Smart Way: Selling, Buying, and Profiting on the Web's #1 Auction Site, Second Edition
Joseph T. Sinclair
Manufacturer: American Management Association
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Ebay Business the Smart Way: Maximize Your Profits on the Web's #1 Auction Site (Ebay Business the Smart Way)
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Building Your eBay Traffic the Smart Way: Use Froogle, Datafeeds, Cross-Selling, Advanced Listing Strategies, and More to Boost Your Sales on the Web's #1 Auction Site
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The Official eBay Bible
ASIN: 0814471188 |
Book Description
It's STILL the world's largest marketplace: eBay! And now with the thoroughly updated second edition of EBAY THE SMART WAY, both buyers and sellers get the inside scoop on nearly a dozen new features. With a special emphasis on sellers, all the updated basics are still here, showing how to:
* Follow the steps and rules for offering a product for bid
* Plan and schedule auctions for maximum profits
* Prepare pages, text, links, and photos that will work seamlessly in the digital marketplace
* Establish credibility--the heart and soul of success on-line
* Create a responsive approach to customer service.
Readers also get detailed info on the hottest new features:
* ID Verify (authenticates a user's identity)
* eBayMotors.com (a separate, national vehicle auction)
* AutoTrader (a national vehicle "classifieds" spot)
* Local auctions (by metro area regions)
* Business to Business (specialty auction for nonconsumer goods
* Half.com (fixed-price transactions for certain used goods)
* Great Collections (a place to sell expensive art and artifacts)
* BillPoint and PayPal (credit card transactions for eBay auctions)
* Square Trade (mediation services for disputed transactions)
* eBay Anywhere (using small digital devices to access eBay) and much, much more!
Customer Reviews:
Helpful, Concise, Complete, Needed.......2006-11-06
An excellent book for E-Bay sellers (or buyers) -- a fine listing of almost anything you can think of to sell, and the approx price of them. I found it to be very useful for my e-bay business.
Not for the serious user.......2006-01-17
but then again, what other kind of user wld attempt such a big book?
it's very very vague, even for a beginner.
Tons of information for newcomers and oldies.......2006-01-06
This book is packed full of information for anyone who uses ebay. Buyers and Sellers, they've got everything you will ever need to know in here. I would recommend this book if your needing some extra cash and you are going to use ebay. This book will show you how to milk the most out of ebay and attract more members. It will show you how to get the word out, make your auction look more professional, and tons of do's and dont's of ebay.
Look elsewhere first.......2005-04-02
An average book. Does not contain any information that the other books don't contain. I recommend looking at other eBay books instead of this one. An overuse of white space makes this book very big.
After reading the top eBay books, below are my recommendations:
---Beginner with eBay and computers---
1. The Official eBay Bible
---eBay Seller---
1. Sell it on eBay
2. eBay Hacks
---Full-Time eBay Business (not for the casual seller)---
1. eBay Strategies
2. eBay Business the Smart Way
Ho Hum.......2005-01-29
Very basic information. This book is for the beginner just learning the ropes about eBay. If you have been using the site for some time now, then you know just as much as whats in this book.
The resources for sellers to find "wholesale" products were terrible. The sites basically sell junk or overpriced refurbs.
Book Description
Strategic Database Marketing is the only resource to explain database marketing from the customer's point of view, instead of the seller's. Now, as exploding research and technology create entirely new market challenges, the Second Edition of this influential bestseller explains the method for computing RFM (Reach, Frequency, Monetary), as well as covering recently developed tools and resources including the Internet, loyalty programs, customer-specific marketing, and more.
Customer Reviews:
Useful content, but not well written.......2007-08-01
For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.
It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.
Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer.
Practical & technical enough for instant application.......2006-01-22
I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.
So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far.
Fantastic Updated 3rd Edition .......2005-10-23
My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.
Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.
The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it.
Exceptional Coverage of Important Marketing Concepts.......2003-08-15
Hughes makes it exceedingly clear why customer loyalty and lifetime value are such critical marketing concepts. Hughes helps marketers understand why our hyper-focus on customer acquisition needs to be adjusted to consider retention and upsell as well.
In particular, Hughes explains:
* What Lifetime Value (LTV) is, why it matters, and how to calculate it
* The importance of testing programs and how best to go about it
* Segmenting your customer base by loyalty and LTV
* How tactics should differ for each segment
* Practical tips for creating a successful database marketing campaign.
Case studies and ROI numbers are used throughout the book. A must read for marketing proessionals.
The Master Book.......2001-05-26
This book is the main book for my Internet Marketing Class at Mercy College's MS in Internet Business Systems program. It includes all necessary topics such as database marketing, banner advertisement, calculating LTV and RFM Email Marketing and best practices. This book is a must read for anyone in direct marketing field.
Book Description
Here it is! The bestselling guide to online marketing is now back in a new expanded edition. Popular speaker and author Jim Sterne updates all information, providing marketing and advertising professionals with the ultimate how-to guide to succeed in today's hyper-competitive online world. Taking the same practical and detailed approach that has made his book an industry classic, Sterne shows how to apply classic marketing strategies to the latest technologies and explores the Web's impact on the way we do business. Readers will find expert guidance on how to take advantage of hot new technologies and Web marketing tools that have emerged since the Second Edition was published, including:
- Interactivity
- Affiliate marketing
- Using B2B technology to sell through resellers
- Wireless marketing
- eMetrics, or how to measure online marketing strategies
- Data mining techniques
Customer Reviews:
Less than inspiring content.......2005-01-20
If you have a solid insight into the Web, there's no need to purchase this book. Many of the examples are dated and overly simplistic for readers looking to walk away with greater insights about the Web.
Almost Obsolete.......2004-06-09
Most of the URLs and principles mentioned in the book went back to 2000, and they are no longer valid. I feel that an update is needed. It does have many great ideas, and the book is easy to read. Hope to see a new edition soon.
A complete how-to book to determine the success of a Web sit.......2004-04-05
A complete how-to book to determine the success of a Web site. It clearly explains how to use metrics to quantify business goals. The tools, services, and techniques for measurement described in the book will be helpful for any e-business or other company with an Internet presence. A must-read
A very good Web marketing book.......2002-03-28
This is one of the better books I've read on Web marketing. Some of Sterne's best advice comes in Chapter 1 when he writes, "Having a site that's cool and looks sharp is fine if that's all your target market is really after. The game, though, will go to those who come up with unique services. If you have to choose between fun, interesting, or useful, useful wins. Every time. Hands down."
Sterne starts the book talking about the basic questions in marketing: What are you trying to sell? Who are you trying to sell it to? And, what do they really want? He gives some good advice on working through the process of answering these questions and relates these issues well to Web related marketing. Chapter 3 is a great chapter on usability issues. It's refreshing to see a marketing guy like Sterne give so much attention to usability. There are ample references to Jakob Nielsen's research into usability issues, mixed with Sterne's own good thinking on the subject.
In the middle chapters of the book, Sterne talks about the different ways to effectively use the unique aspects of the Web --interactivity and personalization -- to market to your customers. I particularly liked his discussion of interactivity and flow in Chapter 4. He then goes on to discuss the use of the Web to do customer management and dedicates a whole chapter to partner relationship management. These are probably my least favorite sections of the book. He does give some good examples of companies effectively using the Web for this purpose, but I don't think the chapters on CRM and PRM where very thorough or insightful.
The last few chapters are dedicated to measuring the effectiveness of your Web marketing effort, managing your site, and what the future holds. In the chapter on measuring effectiveness, Sterne talks about the cost to reach and ultimately acquire a customer through your marketing efforts. The following information on Web log analysis was kind of thin, but Sterne does do a pretty good job discussing "The Softer Side of Assessment" like measuring customer satisfaction and reputation management. The chapter on managing your site was thin at best. For site management, I'd recommend Jessica Burdman's book, "Collaborative Web Development: Strategies and Best Practices for Web Teams."
Overall, I'd give Sterne an A on this book effort. The first half of the book is very, very good. The last few chapters felt somewhat rushed. Granted, Sterne picked some chapter topics that should be book topics, but even the summarized information didn't seem well put together. Maybe Jim was getting tired, or maybe I was getting tired. I finished reading this book on a red-eye flight home.
Great Book.......2001-10-26
This is one of the better books I've read on internet marketing. I really recommend this book for anyone who is getting into this web marketing arena.
Book Description
The Mobile Revolution tells the story of the making of mobile markets and services worldwide, exploring the mobilization that is transforming how we live, work and play. The first comprehensive account of the explosion of mobile services (rich voice, internet, messaging, content), from multimedia messaging and camera phones to location-based services and mobile phone television, it tells the fascinating story of these products and services in the pioneering markets of Europe, the United States and the Asia-Pacific, particularly Japan, China and South Korea. This book is essential reading for managers and marketers who must now mobilize their products, servi ces and companies. It looks in depth at the impact of mobility in consumer and business markets, strategy, and across all industries and shows how marketing innovation has been brought about by developments in mobile technologies.
Books:
- Growing Up Digital: The Rise of the Net Generation
- How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
- How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
- How to Protect Your Family's Assets from Devastating Nursing Home Costs: Medicaid Secrets
- How to Succeed in the Game of Life: 34 Interviews with the World's Greatest Coaches
- How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
- How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
- In Search of Stupidity: Over Twenty Years of High Tech Marketing Disasters, Second Edition
- International Sale of Goods in the Conflict of Laws (Oxford Private International Law Series)
- Internet Marketing for Your Tourism Business: Proven Techniques for Promoting Tourist-Based Businesses over the Internet
Books Index
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