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

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. -- Prof. Erik Brynjolfsson, Co-Director, MIT Program on Electronic Commerce and Marketing, M.I.T. Sloan School

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. -- Mark C. Thompson, Executive Producer of Schwab's website, the world's largest site in electronic commerce.

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. -- John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company

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.

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Customer Reviews

14 Reviews

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Average Customer Review

4.4 out of 5 stars (14 customer reviews)

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3.0 out of 5 stars Very good, but dated, Oct 15 2003

Jacques Warren (Montreal, Canada) - See all my reviews
(REAL NAME)

This review is from: Principles of Internet Marketing (Hardcover)

This is a classic. One of the most serious earlier works on the topic. Professor Hanson brought a very solid theoretical framework to Web marketing. The book came at a time when we finally all wanted to get more rigouros with the "New Economy". I perused it again recently for a seminar I am giving, and it is still an excellent reference book. I would give four stars to an updated edition. I don't know if they are planning it.

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3.0 out of 5 stars A second edition is urgently needed, April 10 2003

By A Customer

This review is from: Principles of Internet Marketing (Hardcover)

I used the first edition in one of my e-commerce courses. While the book migth still deserve 3 stars it is very much dated and my students had to do much additional research in the net to round most of the topics.

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5.0 out of 5 stars A very practical book - I love it !, May 6 2001

By A Customer

This review is from: Principles of Internet Marketing (Hardcover)

This is a great book on internet marketing. Unlike many other books on similar subjects I have read , I found this book most practical - and closest to the need in the real business world ! Lots of very interesting case studies in it, and most important of all, the book contains a lot of very useful and updated researches and statistics that confirms a lot of beliefs ( and clear lots of doubts) I have had in my job. Don't be put-off by the title of the book " Principles of Internet marketing" - they are not pure academic / classroom-type "principles", they are very applicable to the real business world ! If you are working in the internet marketing area, or if you plan to enter this field, don't miss this book !!!

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Most recent customer reviews

5.0 out of 5 stars Wonderful
This book really helped me understand some of the more difficult subjects of internet marketing.

Published on Nov 28 2000

5.0 out of 5 stars Bringing Order to the Chaos of the Internet
Hanson's textbook strikes just the right balance between technology and overall, general knowledge of the Internet. Read more

Published on Nov 19 2000 by Jill Clardy