Principles of Internet Marketing
Posted by Admin on July 31st, 2009 at 03:40am
Review
A fun read that incorporates lots of great insights about the Internet and marketing. — Ellen Siminoff, Vice President of Business Development, Yahoo!
After considering dozens of books, John Little and I chose only one book, Ward Hanson’s, as the required text for our course on Electronic Commerce and Marketing. Hanson’s combination of rigor and relevance make it a natural choice for any executive or student interested in truly mastering this new discipline. — Prof. Erik Brynjolfsson, Co-Director, MIT Program on Electronic Commerce and Marketing, M.I.T. Sloan School
If there’s one book you’ll read on Internet marketing this year, this is it! Dr. Hanson captures the essence of the revolution unfolding in retail markets and how the Web has forever shifted the balance of power from traditional institutions to the individual consumer. — Mark C. Thompson, Executive Producer of Schwab’s website, the world’s largest site in electronic commerce.
Ward Hanson provides the first systematic view of the profound changes in marketing brought about by the Internet. Anyone seeking to exploit the unique capabilities of electronic networking should read this book. — John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company
Review
I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some “principles” that should indeed endure… I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.
Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!
This textbook is required for my E-commerce class. The book provides a comparison of the Internet to other industries which had uncertain futures, such as radio and electricity and how those industries grew. It also analyzes the some of ways companies are using the Internet to reduce costs. The book also explains some of the ways companies are using the Internet to create a competitive advantage.
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12 Comments for Principles of Internet Marketing
1. Badru | July 31st, 2009 at 4:15 am
This book overwhelmed me with its broad coverage of internet marketing principles. It is required reading for my MBA students in marketing strategy because it is so clearly written. Many Internet books are either too technical or too shallow to hold my interest as a marketing professor. Every time I return to the book, I learn more about the Net. Hanson provides tremendous value and should be commended for including so much relevant information in an easy to read format.
2. Frye | July 31st, 2009 at 4:54 am
2.0 out of 5 stars
Outdated
Well intentioned, and a good overview…. for 1999. The web and the world have changed substantially since the book was published.
3. Nuru | July 31st, 2009 at 6:42 am
I have adopted this book as a required text for an Ecommerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some “principles” that should indeed endure. Given the rapid pace of change in e-commerce, this is commendable. I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.
4. Rafael | July 31st, 2009 at 6:52 am
1.0 out of 5 stars
Don’t bother buying this book
I am a high-tech marketing manager and an adjunct professor. From both the real-world business side as well as the academic side, I found this book to have little value.
5. Anonymous | July 31st, 2009 at 7:43 am
3.0 out of 5 stars
Very good, but dated
This is a classic. One of the most serious earlier works on the topic. Professor Hanson brought a very solid theoretical framework to Web marketing.
6. Yakov | July 31st, 2009 at 10:15 am
3.0 out of 5 stars
A second edition is urgently needed
I used the first edition in one of my e-commerce courses. While the book migth still deserve 3 stars it is very much dated and my students had to do much additional research in…
7. Hung | July 31st, 2009 at 10:24 am
5.0 out of 5 stars
A very practical book – I love it !
This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical – and closest to the need in the real…
8. Michael | July 31st, 2009 at 11:41 am
5.0 out of 5 stars
Wonderful
This book really helped me understand some of the more difficult subjects of internet marketing.
9. Rafael | July 31st, 2009 at 2:18 pm
5.0 out of 5 stars
Bringing Order to the Chaos of the Internet
Hanson’s textbook strikes just the right balance between technology and overall, general knowledge of the Internet.
10. Uta | July 31st, 2009 at 2:56 pm
4.0 out of 5 stars
A starting point
As a text, this is about the only game in town. And it certainly shows a lot of work in assembling sources and so forth.
11. Jengo | July 31st, 2009 at 5:35 pm
4.0 out of 5 stars
Quantification of lessons learned
Ward Hanson’s book does an excellent job of quantifying useful lessons and guidelines from the many Internet marketing plays that have succeeded and failed over the brief history…
12. Wowashi | July 31st, 2009 at 7:20 pm
5.0 out of 5 stars
Great Book !
Principles of Internet Marketing is the best book that I have ever read concerning Internet Marketing.
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