Business-To-Business Internet Marketing: Seven Proven Strategies for Increasing Profits Through Internet Direct Marketing

Rating:
Summary: Companion site - a true resource
Review: The book was great to help me understand how to increase the effectiveness of internet marketing techniques, and the companion site was a hands-on resource! I was able to surf sites on topics ranging from Internet Advertising Networks and Placement to Web Portals and Search Engines. The companion site showed me best in class examples, as well as lead me to sites that will help me execute better Internet marketing programs. I recommend the companion site as a true portal to the best sites on the Web for Internet marketing professionals!

Rating:
Summary: Versatility of B2B Internet Marketing
Review: This book starts with a very good refresher course in B2B direct marketing. Barry Silverstein then covers seven different B2B Internet direct marketing strategies for increasing profits in a luxury of details. The companion site is a good complement to the book for that purpose. Barry Silverstein is very good at generating ideas that both beginners and experienced marketers could use for building marketing programs. The author gives some ROI applications to illustrate his point. Unfortunately, Barry Silverstein does not give screenshots of good and bad direct marketing applications. To paraphrase Jakob Nielsen at the beginning of his last book, "Designing Web Usability: The Practice of Simplicity", the reason to give those screenshots is not to criticize or praise specific sites, companies, designers or marketers. The screenshots are used to illustrate direct marketing techniques because it is difficult to understand abstract theory without concrete examples. Unlike Arthur Hughes in his last book, "Strategic Database Marketing", Barry Silverstein seems to limit his description of case studies to success stories. One of the main goals of a reference book is to help other marketers avoid making the same mistakes again and again. Despite those shortcomings, Business-to-Business Internet Marketing is currently the leading authority on the subject.

Rating:
Summary: Versatility of B2B Internet Marketing
Review: This book starts with a very good refresher course in B2B direct marketing. Barry Silverstein then covers seven different B2B Internet direct marketing strategies for increasing profits in a luxury of details. The companion site is a good complement to the book for that purpose. Barry Silverstein is very good at generating ideas that both beginners and experienced marketers could use for building marketing programs. The author gives some ROI applications to illustrate his point. Unfortunately, Barry Silverstein does not give screenshots of good and bad direct marketing applications. To paraphrase Jakob Nielsen at the beginning of his last book, "Designing Web Usability: The Practice of Simplicity", the reason to give those screenshots is not to criticize or praise specific sites, companies, designers or marketers. The screenshots are used to illustrate direct marketing techniques because it is difficult to understand abstract theory without concrete examples. Unlike Arthur Hughes in his last book, "Strategic Database Marketing", Barry Silverstein seems to limit his description of case studies to success stories. One of the main goals of a reference book is to help other marketers avoid making the same mistakes again and again. Despite those shortcomings, Business-to-Business Internet Marketing is currently the leading authority on the subject.

Rating:
Summary: Outstanding book and terrific companion Web site
Review: This is an outstanding book. It covers 7 specific b-to-b Internet marketing strategies in detail with plenty of real-world examples. It's one of the best books on the topic. The companion site is a real bonus - it has a "living table of contents" with links to every site mentioned in the book, plus an exhaustive resources section. Highly recommended!