Building a successful Web site requires marketing technique as well as computer technology. This is a book on technique for marketing people. Completely revised, this book covers the basics of marketing on the Internet and brings the reader up to date on the latest in technologies and techniques. J. Wiley & Sons, Inc. January, 1999

World Wide Web Marketing, 1st Edition was:
One of MacWorld's Top Ten Internet Books.
One of Amazon.com's Best-Sellers.

"Be on the Web or be out of business" would have been an over-the-top statement in 1995, even for me. Today, it's right on the mark. Think about how well you could compete today without a fax machine or voice mail. Your company would be hurting.

Today, it's hard to justify doing business with a company that isn't aggressively using the Web to recreate itself.

When National Semiconductor says it's saving its customers $100 million a year because of new buying techniques its Web site has made possible, it means the competition has heated to the boiling point. There's no time to decide if the Web site you put up a couple of years ago might be worth serious investment. We're past that.

Table of Contents
Who is This Book For?
Book Reviews
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Table of Contents

I	Introduction
II	Introduction to the Internet and the Web - An Executive Summary
III	Getting to Know The Internet
IV	Welcome To The World Wide Web
V	Using The World Wide Web For Marketing
VI	Customer Service First
VII	Web Page Functionality - Be Kind to Your Users
VIII	Interactivity is King
IX	Getting Feedback
X	Value Added Marketing
XI	Attracting Attention
XII	Measuring Your Success
XIII	A Few Thorny Issues
XIV	Where Do You Start?
XV	Looking Toward the Future

Table of Contents
Who is This Book For?
Book Reviews
Read Chapter 1
Ordering Information

Who is This Book For?

This book is for the thousands of people, like you, who are looking for ways to improve their corporate Web presence. You will find advanced techniques and philosophical perspectives in this book that will vastly improve your chances for success. There is a healthy amount of how-to, what to avoid, and, above all, how to think about electronic marketing on the World Wide Web.

Enough smart people have spent enough time making mistakes, it is no longer necessary to re-invent the wheel. Whether you are putting up a Web site for your fledgling company, responsible for a specific content area on your company's Web site, or are in charge of a multi-national Web effort that crosses all of your corporate divisions, you will benefit by learning from the successes and failures of others.

Students, managers, Web development firms, and those who are merely curious, will find straight, business-oriented descriptions, advice and examples of what's happening on the World Wide Web.

This is not a book about tools. It's not a step-by-step, how-to manual for building your own Web server. It's about technique. How you implement these techniques will change as the pace of new technology continues to speed up.

This book isn't for programmers, unless, of course, you are interested in using the World Wide Web to market your software. This book is not for dummies.

Table of Contents
Who is This Book For?
Book Reviews
Read Chapter 1
Ordering Information

Ordering Information

World Wide Web Marketing is now in major bookstores.
In addition, you can place an order at the Amazon.com bookstore.