Electronic Marketing
Author: Margo Komenar
List Price: $34.99
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ISBN: 0471155535
Publisher: John Wiley & Sons (November, 1996)
Sales Rank: 105,563
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
Valuable to read
Due to the advanced technology, marketers should also think about market products and services through electronic methods. This includes Internet, Web, Email, FAX back systems, CD-ROM and other media. This book gives out some ideas if hands-on experts and industry leaders. It is valuable to read.
Rating: 5 out of 5
A big help for a small business
We are a small child care center, but Margo Komenar's book and website helped us do big things on the web. We keep it in our office library as as source of ideas for us and our parents.
Rating: 5 out of 5
A thorough, engaging and well-researched guide.
If you could read only one book before launching a product in the online marketplace, Margo Komenar's "Electronic Marketing" should top the list. This thorough, engaging and well-researched guide will help you navigate the tangled web that is the global electronic marketplace. Komenar wrote several of the sections chapters and had experts contribute chapters pertaining to their specialties. The book covers basic marketing principles, promotional strategies, and advertising concepts as they apply to the electronic realm. Legal issues are explored in-depth in a chapter written by two multimedia lawyers. In the chapter "Interactive Advertising," Komenar provides case studies and interviews with leaders in the field. The highly actionable chapter discusses the transformation in the way business is conducted in light of technological advances. Other useful chapters cover fax-on-demand, smart cards, and interactive kiosks. Each of these products and services are described in great detail and rationales for their implementation are described. In the chapter "Marketing Opportunities on the Commercial Online Services," Komenar reviews the past, present and future possibilities open to the intrepid online entrepreneur. The succeeding chapter explores business and marketing opportunities on the Internet. Here, customer service and support, reseller relationships, multimedia delivery, interactivity, database-driven information, and many other topics are discussed. Komenar ties up the wealth of information with two final chapters on how businesses use electronic marketing and what lies ahead for today's industry leaders. These case studies are fascinating reading: informative and inspiring. I would highly recommend this book to anyone entering the electronic marketing arena.
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