John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company
Ward Hanson provides the first systematic view of the profound changes in marketing brought about by the Internet. Anyone seeking to exploit the unique capabilities of electronic networking should read this book.


Mark C. Thompson, Executive Producer of Schwab's website, the world's largest site in electronic commerce.
If there's one book you'll read on Internet marketing this year, this is it! Dr. Hanson captures the essence of the revolution unfolding in retail markets and how the Web has forever shifted the balance of power from traditional institutions to the individual consumer.


Ellen Siminoff, Vice President of Business Development, Yahoo!
A fun read that incorporates lots of great insights about the Internet and marketing.


Prof. Erik Brynjolfsson, Co-Director, MIT Program on Electronic Commerce and Marketing, M.I.T. Sloan School
After considering dozens of books, John Little and I chose only one book, Ward Hanson's, as the required text for our course on Electronic Commerce and Marketing. Hanson's combination of rigor and relevance make it a natural choice for any executive or student interested in truly mastering this new discipline.


Book Description
This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don?t, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization?s marketing strategy.


Book Info
Designed to help marketers understand the new world of internet marketing, using the Web as a global platform. DLC: Internet marketing.


About the Author
Stanford Graduate School of Business alumni lead a high percentage of the most successful companies on the Internet. Many of these innovators have taken or participated in the Internet marketing course first created by Professor Hanson during 1996, and taught repeatedly since then. This course forms the basis for this text. Professor Hanson is a core faculty member of the Stanford Computer Industry Project, a lecturer at the Stanford Graduate School of Business, and Director of the Stanford Internet Marketing Project. He has taught, researched, and published on Internet marketing, new product competition, technology marketing, product line pricing, and bundling strategies. He has also taught special seminars, industry forums, and executive education about business uses of the Internet in the U.S., Europe, and Asia. Prior to joining Stanford he was an assistant professor of Marketing and Business Economics at the University of Chicago Graduate School of Business and the Krannert Graduate School of Management at Purdue University. He has a Ph.D. in Economics from Stanford University and a Bachelor of Arts from the University of Wisconsin. Professor Hanson has served as a consultant, expert witness, and advisory board member to companies regarding Internet marketing, marketing strategy, pricing, and competitive strategy. When Internet time permits, he enjoys travel, golf, and cycling.

FROM THE PUBLISHER

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don￯﾿ﾽt, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization￯﾿ﾽs marketing strategy.

SYNOPSIS

Rarely has a topic commanded such attention or offered such potential. Ward Hanson pioneers coverage of the hottest marketing phenomenon in decades in his new text, Principles of Internet Marketing. He demonstrates the power of the Internet to create a digital, networked environment where marketing is carried out at an individual, interactive level. By exploring the Internet's impact on business models and marketing strategies, outlining which marketing techniques work online and which do not, and discussing how the Internet creates value for customers and profits for companies, Hanson provides a firm foundation for innovative Internet marketing.

Through the use of marketing frameworks, case studies, industry participant insights, and online support, Hanson presents a cutting-edge approach to this rapidly evolving subject. Principles of Internet Marketing builds on fundamental approaches to technology, economics, and marketing to create a greater understanding of where the Internet revolution is heading.

FROM THE CRITICS

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