Dr. Ralph F. Wilson's book, Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (John Wiley & Sons,
Oct 2001), is comprehensive in its scope. Many books tell you methods to get traffic to your site, but it's a rare one that helps you think through your company's comprehensive Internet marketing strategy. This one does. Several groups will find this compelling reading:
- Marketing Personnel in Small to Medium Size Businesses
- Entrepreneurs Designing an Online Start-up
- Website Owners Trying to Increase Their Impact and Profits
- Brick-and-Mortar Storeowners Trying to Leverage Inventory via the Internet
- University and MBA Classes Studying Strategic Internet Marketing
Take a look at the Table of Contents:
Part I. Strategic Planning
- Comprehending the Opportunities for Doing Business on the Web
- Making Your Web Site Purposes Crystal Clear
- Devising an Adequate Revenue Plan
- Defining a Unique E-Business Niche
- Assessing Your Core Competencies
- Developing a Unique Sales Proposition (USP)
- Setting Goals for Your E-Business
Part II. Situation Analysis
- Performing a SWOT Analysis
- Conducting an Industry Analysis
- Analyzing the Competition
- Understanding Your Customers
Part III. Market and Product Focus
- Segmenting Your Internet Market
- Differentiating Your Company's Products and Services
- Naming Your Online Business
- Building Trust in an Unknown Web Business
- Positioning Your Company in the Consumer's Mind
Part IV. The 4 Ps of Marketing
- P1-Product Strategy
- P2-Place (Distribution)
- P3-Promotion
- P4-Price: Pricing Strategy
- Budgeting for and Implementing Your Internet Marketing Plan
Part V. Putting It All Together
- Writing Your Internet Marketing Plan
Appendix A. The Internet Marketing Checklist: 27 Ways to Promote Your Web Site