Summary

It's no longer the case that the Internet and the World Wide Web are the preserve of people who are simply enamored with the technology. Your competitors are now using the World Wide Web as a very important component of their marketing strategy.

As a marketing professional, you need to learn how to take full advantage of today's hottest new marketing tool--the World Wide Web. The graphical, multimedia part of the Internet, the Web offers marketers an opportunity to reach out to and interact with customers with an immediacy never before possible. Written by Internet marketing guru Jim Sterne and featuring interviews with marketing managers at Sun, Hewlett-Packard, and other high-profile companies, World Wide Web Marketing introduces you to state-of-the-art Web marketing techniques. You'll find out what works and what doesn't and how to integrate the Web into your overall marketing and business plans.

This book will tell you:

Who is on the Internet What Internet marketing can do for you Where to locate valuable resources When to promote your products on-line Why Internet marketing works

You will learn to use the Internet to:

Attract new customers Shorten your sales cycle Increase your revenues Improve your customer service Conduct market research

Written by a marketer for marketers, World Wide Web Marketing tells you how to tap the full commercial potential of the Internet--clearly, simply, and without a lot of technobabble.