Product Description
Internet marketing is the new frontier in marketing practice and process. It’s dynamic, challenging, and an exciting opportunity for savvy, creative, flexible marketers that recognise its potential. This book recognises the breadth of Internet marketing and the importance of presenting it within the context of the greater Internet economy. In this economy, Internet marketing is directly affected by developments in electronic commerce and advances in information tech… More >>
© 2010 Marketing Secrets
While this text provides a basic overview of terms and functionality of the internet and search engines, it does very little to actually explain what makes a good internet marketing campaign and why some internet companies fail while others flourish.
Perhaps the biggest problem with this text comes from the end of chapter exercises. The 15 chapter review questions do a good job of re-enforcing the terms learned in the chapter, but the other activities, such as the Take Action! section focus more on filling time and space than actually expanding the skills and knowledge of the reader.
The first chapter has the user preparing a list of features of a piece of Google server hardware and then writing a sales letter that you would fax to universities trying to sell the hardware.
The second chapter’s activities has the reader exploring the T-Mobile website preparing a bulleted list of facts about the company, searching for marketing jobs at T-Mobile, and then prioritizing the list of facts according to how relevant they would be for discussion in a job interview with T-Mobile.
I’m not entirely sure what these activities have to do with the topic of Internet Marketing. As previous reviews have pointed out, even the generally positive case studies of many internet companies are somewhat irrelevant, as some of those companies are already out of business.
Rating: 1 / 5
This book provides a good coverage of the internet marketing issues, events and case studies but it isn’t a practical book which gives you recipes. It is perhaps more suitable for a formal course in universities.
I enjoyed the book because it contained a lot of stories about different companies and it gave me a preview of the pitfalls in this field. However some of the information was outdated. Some of the companies mentioned in the book (with very positive view) were already out of business at the time of this second edition. I wish discussions were updated.
Rating: 3 / 5
After a good deal of searching, I selected this book for my classes in Online Advertising and Marketing. In spite of the shifting and hazy nature of the subject, the material is very up-to-date and organized. Siegel has obviously had a lot of practice presenting this material. She got it onto the page.
Rating: 5 / 5