The book has many merits. Its structure and thorough presentation of important aspects of its chosen subjects are valuable; it provides guidance on how Web and other resources can be used by marketers. It does not assume too much familiarity with the Internet, and avoids too much technical treatment of issues which are of peripheral interest to marketers. It has a clear focus on how traditional marketing tools and techniques can be complemented by resources of the Internet. The guidance for an Internet marketing plan is of special interest to us.

My main reservation is that the book is America-centric. As we move into the wired world of the new millennium it will be necessary for marketers to take a global perspective on many of the issues dealt with here. (But let us rejoice! - the Web site promises updates and developments in this area.)

That said, this is a welcome addition to a fast-changing and important subject area.

Finally, I observe that the UK paperback price at seems to be significantly lower than the USA textbook price. Enjoy!


Current and accurate information, overpriced   August 31, 1999
 12 out of 12 found this review helpful

Great book. Covers all the areas of online marketing. Very current (1999) but overpriced. I did not purchase it as a textbook so I may not see all the value in the work. It is not about getting your web site on search sites but how to market it as a brand etc. Five stars for content less one for high price. Dan


To academic students, this will be good guide!   August 20, 1999
 8 out of 9 found this review helpful

It is rare to find a systematical internet marketing book, but this is good to study to beginners. besides the end of the chapter can help us create Internet marketing plan. If you work in the marketing department, this is a little boring.