Review: Business-to-Business Internet Marketing

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:

1. Generating and qualifying leads,
2. Using Internet events to promote products and services,
3. Executing instant fulfillment,
4. Generating orders, and
5. 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.

Read additional articles from Web Marketing Today, Issue 52, January 1, 1999