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Compton Communications"An Internet Communications Agency"
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Articles
Book Review: Planning Your Internet Marketing Strategy by Ralph WilsonPosted Thursday, October 24, 2002 p> Ralph Wilson is one of the world's top Web marketing and e-business authorities. This book, published in 2002 is designed to assist the marketer understand what is different about Internet marketing and to assist the small Internet business find the right niche. A clear focus on what you want to do (strategic plan), a supportive web site and a detailed business plan are what Wilson sees as vital to building a solid Internet business. The book is what he terms a "nitty-gritty" marketing planner with examples. Wilson reviews the Strategic Planning model and uses a situational analysis (SWOT) to ensure you understand your business strengths, weaknesses, opportunities and threats. He describes the importance of studying both your competition and your customer. Practical lessons abound in how to segment your market, uncover your niche, name your online businesses, and use an online newsletter. In the last tow parts of the book, Wilson delves into the 4 P's of marketing as they apply to the Internet; product, place (distribution),
promotion, and price. All are aimed at finding the right business
model and method of operation for your business. This book is a must for anyone planning to build a business via the Internet or convert a current Web site to e-commerce. The book is a fast read with clear and straightforward business logic. Links: |
This
is not a dry college text on Internet marketing. Although filled with principles and concepts, the experience of Ralph Wilson shows through with concept examples and stories from his own highly successful efforts on the Web since 1995.