Review: Planning Your Internet Marketing StrategyReviewed by Roger C. Parker
Author of more than a dozen books, including The Streetwise Guide to Relationship Marketing on the Internet and Recession-Proofing Your Web Site
"A 'must read' for anyone interested in creating a web site that works." -- Roger C. Parker
Several things make Planning Your Internet Marketing Strategy unique. First, in contrast to so many books, it lives up to its premise. The first 21 chapters explore various aspects of creating an Internet strategy. Each chapter ends with questions and things for you to think about and answer on paper. These chapters provide the meat and potatoes for you to pull together in the formal, written Internet Marketing Plan that you create in Chapter 22.
Second, Planning Your Internet Marketing Strategy is as much a resource guide as it is a friendly, extremely well-written guide. Each chapter contains numerous web site resources for you to explore as you read the book. This is one book you won't want to read in bed, (unless you have a laptop) because you'll be constantly tempted to check out a recommended web site.
The field of Internet Marketing has spawned a slew of self-styled experts. Dr. Ralph F. Wilson is not a self-proclaimed expert new to the web. He has been involved since its inception. His knowledge is based on not only his own experiences but also the accumulated knowledge of the more than 8,500 articles that he has compiled are in his www.doctorebiz.com database.
What I like best about Planning Your Internet Marketing Strategy is the way Dr. Wilson has synthesized great amounts of "classical" marketing theory with the vast amount of Internet-specific information he's learned while compiling his 8,500 article database. No other author can make such a claim. Because of his hands-on experience, he's worth listening to.
The result is a "must read" for anyone interested in creating a web site that works... as well as anyone who is interested in a good, solid, readable introduction to marketing.