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How to exploit the Web's full potential for cutting costs and increasing profits in large and small businesses
This new edition of Internet-marketing guru Larry Chase's bestselling guide is packed with practical information for businesses of all sizes on how to use the Internet to slash operating costs and increase revenue. Readers learn how to save on everything from printing and shipping to travel and employee recruitment. They get useful tips on how to use the Web to test new products, services, and concepts while increasing customer loyalty, along with cutting-edge techniques for mining valuable information about competitors, current customers, and future prospects. Readers will also learn up-to-the-minute Web strategies for building brand identity, zeroing in on target audiences, B2B strategies, and devising and implementing direct marketing and sales support services.
- Sales Rank: #5011130 in Books
- Published on: 2001-03-22
- Original language: English
- Number of items: 1
- Dimensions: 9.31" h x .81" w x 7.56" l, .0 pounds
- Binding: Paperback
- 336 pages
Amazon.com Review
This book gives businesspeople the know-how they need to do business on the Net. Author Larry Chase divides the book into two parts: one for using the Net within your business and the other for marketing it on the Net. Chase shares his extensive experience, offering solid advice to help even a novice approach the Net with savvy.
In short order, Chase shows you how to integrate the Net into your business, using Net services to cut costs and get information fast. He displays dozens of ways to reduce overhead, from sending faxes over the Net to distributing documents by e-mail instead of print. An excellent chapter lists the finer points of using the Net to locate and recruit employees. The book also features the best ways to make use of the Net's information gold mine, including how to gather corporate intelligence on your competitors. The author thoughtfully presents ways to keep yourself anonymous while looking at the competition.
It becomes clear that the author is a seasoned professional when he describes how to bring your business to the Web and how to market it. He advises you to avoid the temptation of spam and to keep the splashy graphics on your Web pages to a minimum. He also addresses sales support, public relations, selling retail, promotions, and more. The book ends with a dozen useful closing tips. --Elizabeth Lewis
From Library Journal
Chase calls this a "why-bother" rather than a "how-to" book, but there is plenty of practical help for Internet novices to be found amid the discussion of issues. An Internet consultant to major corporations since 1993 and publisher of Web Digest for Marketers, Chase is qualified to give both types of advice. He discusses using the Internet to cut costs and improve competitiveness, to develop human resources, to track employees and spy on competitors, as well as to set up an online shop and attract new business. A first chapter can be found on his web site . For most collections.
Copyright 1998 Reed Business Information, Inc.
Review
"One of the biggest plus points that this book has is the tone. Thanks to the author's style it never seems to become dull or boring at any point, so the reader is still enjoying the book and wanting to read on." (M2 Communications, 7 June 2001)
Most helpful customer reviews
1 of 2 people found the following review helpful.
Easy to read, common sense information to increase profits!
By A Customer
I just received Larry Chase's book! Thank you is not enough but - Thank You Larry Chase!
There are so many web sites and books on web marketing but this is the "Essential" guide. If all of our web customers would read this we would not have to explain how business is done on the Internet!
I thought I could just read the chapters that were interesting to me but I find myself reading it cover to cover. Already your tips have saved time. As I put your suggestions, tips and wisdom to work I am sure that it will also increase our profits!
Judith
3 of 3 people found the following review helpful.
Best written yet
By Paul Courter
This is great book with practical information, especially for the small to mid-size business. You can apply the information instantly to develop new business, find critical information and build a database for the future. Buy it!
0 of 1 people found the following review helpful.
Interesting, Informative, and Insightful
By A Customer
As an Internet industry analyst and author of an Internet book ("State of the Net: The New Frontier", McGraw-Hill 1998), I have a tremendous amount of respect for a seasoned marketing exec like Larry to be able to clearly present his insights and ideas in such a way as to make them easily digestable for indivuals who are NOT seasoned marketing execs. Afterall, one of the most compelling attributes of the Web is the opporunity it provides just about anyone with a good idea (and a lot of determination) to start an online business.
I found larry's book to be written in a very reader-friendly format, while at the same time offering keen and useful insights into the very timely topic of developing effective online business strategies. I recommend the book to any entrepreneur, start-up, or business person contemplating launching an online business or developing an online marketing strategy for an existing business.
Peter Clemente, Vice President, Cyber Dialogue
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