The Internet Marketing Plan
COMPUTER BOOK REVIEW
Title: The Internet Marketing Plan; Kim M. Bayne; Wiley Computer Publishing;
ISBN: 0-471-17295-2; Paperback; 372 pages; US$39.95, CAN$55.95
Reviewer: Peter B. MacIntyre, "This book is a valuable resource for those
wishing to make a bold yet functional and cost efficient statement on the
world wide web. It enables readers to consider the options, and the many
variables for making a business plan."
Need a Marketing How-To for the Internet?
Once it is understood that a business should have a presence on the World
Wide Web (and what legitimate business shouldn't?) the appropriate business
plan should be established. Ms. Bayne's book was written to help any business
consider the planning needed in order to achieve desired Internet business goals.
The Internet Marketing Plan is broken down into three major sections:
1) Creation: building your Internet marketing plan; 2) Implementation:
Fitting the Internet into your marketing communications mix; and 3)
Evaluation: Reviewing achievements and improving future performance. In addition
a lengthy introduction is provided which lays out the groundwork for the book
and three appendixes include additional resources.
Creation covers the opening considerations of how the Internet itself
should be viewed as a valuable business asset. This section also aids in
the review of an overall business plan and, depending on statistical
information, will guide the evaluation of where a web presence can be
Implementation explores the detailed options that exist in marketing and
advertising on the net. Some basic questions are posed, "Should
advertising on other popular web pages be considered?"; "Are mass e-mail
campaigns viable?"; "Should the web site address be printed on promotional
items?"; "Should the web page allow visitors to order products through the
Internet, as opposed to simply reading about them?" This is a valuable
"thinking" section, as it asks many common sense questions of the reader.
Evaluation suggests "coming up for air" after the first attempts at
marketing through the Internet to see where things can be improved or fine
tuned. All processes in any marketing plan should be reviewed for cost
effectiveness and return on investment, an Internet marketing plan should
be no exception.
The floppy disk that is included with this book holds copies of the charts,
forms, plans and outlines mentioned to help jump-start the process. An Internet
browser bookmark file is also supplied which contains the web addresses that were
This book is a valuable resource for those wishing to make a bold yet functional
and cost efficient statement on the world wide web. It enables readers to
consider the options, and the many variables for making a business plan.
The web can be a very rewarding place to do business, so it stands to reason
that you need to put your best foot forward here; The Internet Marketing Plan
will help you through the process.
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