Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Direct Internet Marketing
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Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Direct Internet Marketing Business-to-business marketing is the fastest growing segment of direct marketing and online commerce. This practical yet forward-thinking blueprint for success goes a step further than other Internet marketing books by focusing on how to enhance the business-to-business segment of direct marketing through the Internet. Internet marketers will learn proven strategies for increasing profits such as generating leads with e-mail, using Internet events for marketing, and building customer relationships. This new edition has been updated with the latest case studies, Web site references, and Internet use statistics.
Customer Review: Versatility of B2B Internet Marketing
This book starts with a very good refresher course in B2B direct marketing. Barry Silverstein then covers seven different B2B Internet direct marketing strategies for increasing profits in a luxury of details. The companion site is a good complement to the book for that purpose. Barry Silverstein is very good at generating ideas that both beginners and experienced marketers could use for building marketing programs. The author gives some ROI applications to illustrate his point. Unfortunately, Barry Silverstein does not give screenshots of good and bad direct marketing applications. To paraphrase Jakob Nielsen at the beginning of his last book, “Designing Web Usability: The Practice of Simplicity”, the reason to give those screenshots is not to criticize or praise specific sites, companies, designers or marketers. The screenshots are used to illustrate direct marketing techniques because it is difficult to understand abstract theory without concrete examples. Unlike Arthur Hughes in his last book, “Strategic Database Marketing”, Barry Silverstein seems to limit his description of case studies to success stories. One of the main goals of a reference book is to help other marketers avoid making the same mistakes again and again. Despite those shortcomings, Business-to-Business Internet Marketing is currently the leading authority on the subject.
Customer Review: Comprehensive but Basic & Boring
A good book for beginners, but not for anyone with at least a few months of marketing experience. All chapters have good summaries and occasional case studies. I’ve been doing marketing for about 2 years and find some of the general strategies helpful. For example, he advises using call-to-action strategies, but doesn’t go into details about the tricks of the implementation. Also, the first chapter on direct marketing is excellent in that it ties in well conceptually with internet marketing. Overall, I would say not worth your time if you’re a professional, skim it if you’ve had some experience, and a good buy if you’re an absolute beginner.
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