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USEFUL BOOKS ON E-MARKETING |
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These are some of the books I have found useful in my research into this Internet marketing malarkey. As I put the
list together I realised that most were published around the turn of the century. I think this is because by that
time the web was old enough for the best in the business to have perfected their art - at that time - and be able to tell others about
it. And since then no one has come up with anything better, because the basics are covered in the texts that came out
around that time. The exception to this rule is, of course, where technology or the environment has moved on - social
marketing, for example. Chris Anderson, (2006) The Long Tail. Hyperion Books. For Internet marketing students it is a 'must read' - see my review. Battelle, J. [2005] The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture. Nicholas Brealey Publishing. See my review. Caples, J. (1997) Tested Advertising Methods Prentice Hall - a new edition of an old [really old] book. Don't let that put you off, however. The majority of the content is pertinent to online marketing. Eisenberg, B. and Novo, J. (2002). The Marketer's Common Sense Guide to E-Metrics. Future Now Inc. New York - An excellent guide that includes a 'Conversion Rate Marketing Calculator' workbook. Godwin, S. (2001) Unleashing the Ideavirus. Do You Zoom Inc - this book takes the concept of viral marketing several stages further. A very good read for both budding entrepreneurs and viral marketers. Keen, A. (2008) The Cult of the Amateur Nicholas Brealey Publishing - an enjoyable and interesting read, this book is a useful text for budding Internet marketers - see my review. Krug, S. (2000). Don't make me think - a common sense approach to web usability New Riders - the title of this book says it all for this practical text. McAlpine, R. (2001) Web Word Wizard Ten Speed Press - the sub title is 'a guide to writing for the web' – and it is. McGovern, G. and Norton, R. (2002). Content Critical Pearson Education - the sub-title to this text is: 'Gaining competitive advantage through high-quality web content', my advice would be to prefix this with 'if you are serious about' and add 'read this book' at the end. McGovern, G., Norton, R. and O'Dowd, C. (2002). The Web Content Style Guide Pearson Education - the text's sub-title says it as: 'An essential reference for online writers, editors and manager'. Meerman Scott, D (2007) The New Rules of Marketing and PR Wiley - the sub-title for this book is : How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, which pretty much sums up the content. I think this book offers a great deal to the would-be social media marketer, and could be the future of marketing for some - but by no means all - organizations. Neilsen, J. (2000) Designing Web Usability. New Riders - considered overly simplistic by those designers who tend to design for themselves (and not their clients, or more importantly, the website users), this book should be compulsory reading on all web design courses. Seda C (2004) Search Engine Advertising. New Riders - Some of the subject has updated since it was published, but the are basics are all there. Seybold, P. (1998). Customers.com Random House. - an excellent text on how e-technology can be used to meet customer needs. The section on how American Airlines adopted the web is a case study of how it should be done. Sterne, J. (2001). World Wide Web Marketing. Wiley - readers should take particular note of anything Jim Sterne says; he walks the walk as well as talking the talk. Sterne, J. (2002). Web Metrics - proven methods for measuring website success. Wiley - see above Tillinghast, T. (2001) Tactical Guide to Online Marketing. Tactical Guides Publishing - although the title suggests that the book addresses all aspects of online marketing, it actually concentrates on online advertising. It does provide, however, a very 'hands-on' account of using the world wide web as a medium for advertising. Usborne, N. (2002) Net Words – creating high-impact online copy. McGraw Hill - If there is a web writer's writer - Nick Usborne is it. Weber, L. (2007) Marketing to the Social Web. Wiley. Excellent book that I would recommend as a 'how to' in this aspect of online marketing. My only complaint is one is on a subject on which I make comment elsewhere [see my comments for entries on social marketing]. Although Weber purports that social marketing is feasible for all organizations / brands, he gives few examples - the majority of case studies being global brand names. Whilst there are some exceptional examples of how the 'small guy' was succesful in social media marketing, there are millions of 'small guys' - and I still question the validity of social marketing for them. |
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