Dr. Ralph F. Wilson's book, Planning Your Internet Marketing Strategy: A Doctor Ebiz Guide (John Wiley & Sons, October 12, 2001 release date), is comprehensive in its scope. Many books tell you methods to get traffic to your site, but it's a rare one that helps you think through your company's comprehensive Internet marketing strategy. This one does. Several groups will find this compelling reading:

• Marketing Personnel in Small to Medium Size Businesses
• Entrepreneurs Designing an Online Start-up
• Website Owners Trying to Increase Their Impact and Profits
• Brick-and-Mortar Storeowners Trying to Leverage Inventory via the Internet
• University and MBA Classes Studying Strategic Internet Marketing

Take a look at the Table of Contents:

Part I. Strategic Planning

1. Comprehending the Opportunities for Doing Business on the Web
2. Making Your Web Site Purposes Crystal Clear
3. Devising an Adequate Revenue Plan
4. Defining a Unique E-Business Niche
5. Assessing Your Core Competencies
6. Developing a Unique Sales Proposition (USP)
7. Setting Goals for Your E-Business

Part II. Situation Analysis

8. Performing a SWOT Analysis
9. Conducting an Industry Analysis
10. Analyzing the Competition
11. Understanding Your Customers

Part III. Market and Product Focus

12. Segmenting Your Internet Market
13. Differentiating Your Company's Products and Services
14. Naming Your Online Business
15. Building Trust in an Unknown Web Business
16. Positioning Your Company in the Consumer's Mind

Part IV. The 4 Ps of Marketing

17. P1-Product Strategy
18. P2-Place (Distribution)
19. P3-Promotion
20. P4-Price: Pricing Strategy
21. Budgeting for and Implementing Your Internet Marketing Plan

Part V. Putting It All Together

22. Writing Your Internet Marketing Plan
    Appendix A. The Internet Marketing Checklist: 27 Ways to Promote Your Web Site