Jim Sterne knows marketing and he knows the World Wide Web. He
has toured extensively speaking about "Marketing on the Internet"
as an Internet marketing strategy consultant. An internationally
recognized speaker, he has been introduced to audiences in Germany
as a "Web-meister" and to audiences in India as a "Web-guru".
So it's no surprise that this book reads like an enthusiastic,
high energy speech, rather than a dry technical manual. The author
asserts, "This is not a technical treatise; it's about marketing",
although it provides "advanced thinking about using the Web
for business and where the Web is headed".
This book is designed for those whose jobs involve creating and
maintaining corporate web sites. It is also entertaining for those
of us who know little about marketing, but find that ubiquitous
phenomenon oddly fascinating. There is little marketing jargon and
no computer jargon to alienate the uninitiated. Explanations are
clear, accompanied by helpful analogies, useful figures, and plenty
of interesting real-life examples and statistics.
"The World Wide Web is the most important invention since
Velcro." Business Week, February 27, 1995. So begins
the introduction. The author wants to make sure you are completely
convinced of the indispensability of the World Wide Web as a marketing
tool in the introductory section of the book, lest you stumble into
Chapter One a non-believer.
After a very brief and painless introduction to the nuts and bolts
of the World Wide Web (DOS, FTP) the first chapter provides a clear
overview of the chapters to come.
Chapter Two is devoted solely to the net. Its "How the Internet
Got Started" section is pleasantly concise, and "How the
Internet Works" provides the simplest, clearest explanation
of file transfer protocol I've ever come across. Also mentioned
are E-mail, newsgroups, lists, IRC and other net- related concepts.
After an interesting introduction to the World Wide Web, Chapter
Four narrows in on the Web's unique potential as a marketing tool.
The next few chapters are friendly, fun and filled with tested advice
on how to attract potential customers and treat them well. The dozens
of real-life examples of do's and don'ts are clearly the result
of many years' experience evaluating Web sites.
Chapter Eight addresses that indispensable component of any marketing
mix - feedback. After discussing the survey process (what to ask
and how to ask it) Sterne explains how best to respond to your users.
Also addressed are the sensitive issues of buying demographic information
and trading knowledge for information and money.
Chapter Nine reminds the reader that a fun, interesting and useful
website is a value-added Web site, while Chapter Ten suggests, with
comedy and poetry, ways to attract attention to the Web site, and
what to avoid.
Chapter Eleven explains how to evaluate the success of a Web site
by employing a variety of indicators.
Briefly addressing such important issues as international trade
law and intellectual property considerations, Chapter Twelve also
provides practical tidbits like the varied, and in many cases contrary,
interpretations of various symbols, colours, and gestures around
A technical 'To Do List' called, "Chapter 13: Where Do You
Start?" leads the reader from his armchair to his computer
desk. Two appendices complete the substantial information base.
The incredible breadth of thoughtful, expert information, the wealth
of interesting pictures, poems, articles and anecdotes, and the
humour, understanding and personability that make World Wide Web
Marketing an indispensable marketing tool, also make it a pleasure
Index of Book