Building a successful Web site requires marketing technique as well as computer technology. This is a book on technique for marketers and business managers alike. Now in its third edition, and freshly 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. June, 2001

"Be on the Web or be out of business" would have been an over-the-top statement in 1995, even for me. From 1997 through 2000, it was right on the mark. Nobody could imagine how you could compete without a fax machine or voice mail. It was hard to justify doing business with a company that wasn't aggressively using the Web to recreate itself.

When Oracle says it saved $1 billion, it means the competition has heated to the boiling point. It used to be that there was no time to decide if your Web site was worth serious investment. We were so past that.

Today, the temperature has changed and the cooler heads prevail. Today, we find ourselves back in the land of return-on-investment and a need for proof-before-spend. Web sites today require just as much insight and knowledge of how the Web is a different medium, but they also require serious metrics to gauge their worth.

Table of Contents
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Table of Contents

	Introduction
I	Using the World Wide Web for Marketing - What Are You Trying to Accomplush?
II	Customer Service First
III	The Usable Web - Be Kind to Your Users
IV	Interactivity Goes With the Flow
V	Selling Services
VI	Feedback
VII	Value Added Marketing - It's Personal
VIII	Personalization - Getting to Know You
IX	Professional Personalization - Extranets and Customer Relationship Management
X	Partner Relationship Management
XI	Attracting Attention
XII	Measure for Measure
XIII	Managing Your Site and Your Sanity
XIV	Looking Toward the Future

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

This book is for the thousands of people, like you, who are looking for ways to improve their commercial 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 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 can learn a lot 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 online.

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 Web to market your software.
This book is not for dummies.

Table of Contents
Who is This Book For?
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.