Summaries and Customer Reviews are supplied by Amazon.com
Summary:
The 4th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
Customer Reviews:
Average Customer Rating:
This book is intolerable
Customer Rating:
Maybe it's just me (I have no marketing background but desperately want to learn for my start-up) but I cannot get hardly anything out of this text. I have tried very hard to tread through the writing and learn something useful but chapter after chapter seems to be the exact same thing... overly wordy, rambling & unnecessarily academic writing with no comprehensible message behind it, no strategies I can apply to my own business and no organization that I can make sense of. Feels almost like I'm reading a paper a college student BSed their way through with a whole bunch of long words and cryptic sentences in order to sound impressive. What a rip-off. I paid $70 for this and it has been the most useless book I've paid for in my research process (and I've read 16 other books thus far to help me with my venture).
The only reason I'm giving this two stars and not one star is that out of the first six chapters I've read, two of them actually made sense. One was on International Marketing and did a very good job explaining the technology limitations of other countries and the ways foreign citizens adapt to this and use technology. This is actually very helpful information and I'm going to use it. The second was on the legal and ethical aspects of using the internet. It gave an extremely concise explanation with lots of info and it was easily understandable. Unfortunately, I've read a chapter like this over and over and over again in pretty much every e-business book I've picked up so far so it's getting old.
Good information
Customer Rating:
This book covers the different marketing strategies necessary to be successful on the Internet. It is well-written, easy to understand and gives some good examples of current Internet businesses.
boring
Customer Rating:
this book is very boring, if you are internet savvy then dont get this book because it is basically a learning tool for anyone who is not internet savvy.
irony
Customer Rating:
New to the subject, I found the book pitched at the right level, stimulating for the layman and a useful starting point for teaching. However, having paid the usual ton of cash for an academic text I was appalled to find ch 4- 'Global Markets'- scattered with solecisms and typos. I counted five, my favourite (I'm English) being the 'Untied States'. Clearly a spellchecker from the last century was used here. I have been in touch with the chapter's author, Al Rosenbloom, and he very affably explains that the fault lies with the publishers. This makes sense. My grouse is that text books shouldn't contain any typos, least of all those that address the computer-driven future of commerce. If cutting edge publishing allows errors such as 'wherkever' and 'Cambodia is country...' to creep into a reference book then the technology has a long way to go. Otherwise recommended
If you are new to e-marketing, great book to start....
Customer Rating:
I had this book as part of my Master's Digital Marketing course at coloradotech.edu
Normally, these types of books are not very useful to me, as I've been on the web for around 8 years an am more familiar with how it works. I remember back when submitting a site to Yahoo was free. Then again, it took FOREVER to get listed.
Anyway, for those new to banner ads, paid listings, website promotion, affiliate programs, etc., this book may be for you.
For those that are already familiar with the objectives of conventional marketing, and the web, you may find a lot of the material more 'common sensical'.
I didn't give it 5 stars, because there are other books out there that describe e-marketing on a much broader scale, such as the book I had for my previous class: Electronic Commerce, A managerial perspective 2004.
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