REVIEW:The Internet Marketing Plan

Internet Business News, April, 2000

INTERNET BUSINESS NEWS-(C)1995-2000 M2 COMMUNICATIONS LTD

With so much competition in the area of Internet marketing books, it is hard for authors and publishers to make truly original thoughts and ideas as this book proves.

The book sets out to teach the reader a number of methods and programs involved in net marketing such as tools for determining Internet marketing budgets, direct-mail and advertising campaigns but it fails to present them in a way that hasn't been done before hundreds of times.

On the plus side it does have an extensive and thorough index section spanning 20 pages, so everything that you could possibly be looking for in the book is made very simple to find, but it could do with a longer contents section as it stands at only six pages and for a 390 page book that's just not enough.

The author has aimed the book mainly at people who are deeply involved with marketing such as marketing VP's who need to adapt their business to the web and for people who want to try applying traditional marketing strategies to Internet tools.

The book goes into detail on subjects such as 'Analyzing Internet Market Statistics' and 'Incorporating Sales Support Functions'. There are also plenty of screenshots and tables to help the reader get to grips with the knowledge easier. The diction is simplistic and easy to understand but it is much better if you are more than a little familiar with business marketing and the various concepts involved, a fair amount of computer and general IT knowledge is also a big plus in getting the most out of this book.

At the back of the book there is also a helpful appendix and a good glossary of all the terms that may have the reader baffled plus a list of software which may further benefit the reader's research into Internet marketing.

CONCLUSION:A well laid out book which succeeds in doing what it sets out to do but is no better than any other book on the subject... pick any book in the section, it won't make much of a difference.

Author:Kim M. Bayne Published by:John Wiley and Sons ISBN:0-471-35598-4 Price:US$39.99 Reviewer:Justin Doherty

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