Review: Business-to-Business Internet Marketing
Web Marketing Today, Issue 52, January 1, 1999
Business-to-Business Internet Marketing
Barry Silverstein
Maximum Press, 1998
398 pages, softcover
While you'll find a number of good books on Internet marketing, this is the first one I've seen that focuses on business-to-business Internet Marketing. The initial third of the book serves as a crash course in traditional B2B marketing and the relevance of the Internet. The core of the book, however, examines five basic Internet marketing strategies:
- Generating and qualifying leads,
- Using Internet events to promote products and services,
- Executing instant fulfillment,
- Generating orders, and
- Enhancing customer relationships.
The book is targeted at those with little or no Internet background; experienced Internet marketers won't find too much new here. But the book provides a good resource to introduce the opportunities of the Internet to marketers in the B2B environment.
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