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Internet Marketing Course -
Recommended Reading
For additional info and/or to purchase a copy, click on book's
title.
Internet Marketing:
- Don't Make Me Think!
A Common Sense Approach to Web Usability
by Steve Krug
"Usability" is one of those Web site design subject areas that make Web site owners and online marketers cringe! No longer - with Steve Krug's help, non-designers are finally armed with a common sense approach to Web site usability.
The BEST thing about Steve Krug's book on Web site usability is his common sense approach to everything from how Web surfers REALLY view a Web page to how to perform usability testing on a really tight budget. And all this down-to-earth advice from a person who has performed hundreds of usability design reviews for some of the largest companies on the Web!
A great read written by someone who's "been there, done that". - Dave Ingalls
(click on book title/book cover to see Amazon.com info on
this book)
About the Author (from book cover):
Steve Krug is a little known but highly respected usability consultant who has worked quietly for years for companies like Apple, AOL, Netscape, BarnesandNoble.com, Excite@Home, and Circle.com. His book, written with liberal doses of wit and “advanced common sense”, is the product of more than 10 years of experience as a user advocate.
Book Description (from book cover):
It’s a fact: People won’t use your Web site if they can’t find their way around it. Companies everywhere are staking their fortunes and their futures on their Web sites. People with little or no experience are responsible for these big-budget projects, and usability is suddenly a hot-button, bottom-line issue. “Don’t Make Me Think!” is for the people in the trenches – the designers, the programmers, the webmasters, the project managers, the marketing people, and the folks who sign the checks. Krug’s clearly explained, easily absorbed principles will help you arrive at both the right questions to ask the experts you hire, and practical answers so you can make difficult technical, aesthetic, and structural decisions.
====================
- Web
Analytics Demystified
A Marketer's Guide to Understanding How Your Web Site Affects
Your Business
by Eric Petersen
Excellent, detailed overview of this important Internet Marketing
subject. Buy it today! - Dave Ingalls
(click on book title/book cover to see Amazon.com info on
this book)
About the Author (from book cover):
Eric T. Peterson has worked in the analytics space since 1998
at industry-leading companies like WebTrends (now NetIQ), WebCriteria
(now Coremetrics) and WebSideStory.
Book Description (from book cover):
Covering the basics of web analytics, including data sources,
terminology, and the most widely-available tools that marketers,
merchandisers, and site managers use, Web Analytics Demystified
breaks down analytics and web data along the customer lifecycle
- reach, acquisition, conversion, and retention - providing
a valuable summary of key performance indicators for each. According
to Bryan Eisenberg, author of The New York Times bestseller
Call to Action, "Eric Peterson has done a great job at making
web analytics accessible to everyone from executives and marketing
professionals who are responsible for the success of their websites,
to web designers and IT professionals responsible for implementing
solutions and optimizing their results."
====================
- Search
Engine Visibility
by Shari Thurow
If you're involved in Web site design or in optimizing existing
Web sites to improve their visibility in the major crawler-based
search engines, read this book first! - Dave Ingalls
(click on book title/book cover to see Amazon.com info on
this book)
About the Author (from companion Web site):
Shari Thurow is a sought-after speaker and trainer on the topics
of search engine–friendly web site design, web copywriting,
and link development. A popular speaker at Search Engine Strategies,
web site design, and online marketing conferences worldwide,
Shari’s sessions are very popular and four-star rated.
Shari is the also webmaster and marketing director for Grantastic
Designs, Inc. She has successfully designed and promoted web
sites since 1995, and she is outsourced to many firms throughout
the United States. She has a 100 percent success rate for getting
client sites ranked at the top of search engine and directory
queries.
Book Description (from book cover):
Search Engine Visibility is not about merely obtaining top positions
in search search results. Rather, Search Engine Visibility is
about designing, writing, and creating a web site primarily
for your site's visitors, and helping them find what they are
searching for via the major search engines, directories, and
industry-related sites.
This book teaches developers, designers, programmers, and online
marketers what pitfalls to avoid from the beginning so they
can provide their clients with more effective site designs.
"Shari Thurow has been consistently one of the best rated speakers
at our SearchEngineStrategies conferences for her ample advice
on how to build web sites that 'naturally' attract traffic from
search engines. Now she puts that advice into print, creating
a great companion book for anyone involved with constructing
web sites. The book teaches you how to create web pages that
please search engines and human visitors alike." --Danny Sullivan,
Editor, SearchEngineWatch
"The SEO industry can be a huge pitfall for the uninitiated.
Fraud, gimmicks, and misunderstanding run rampant. Which is
why we are so fortunate to have Shari Thurow in the field. Shari
is a straightforward, knowledgeable, perceptive, and experienced
practitioner of search engine optimization, marketing, and placement.
She knows what it takes to get top positions in the major search
engines and - even more importantly - knows what not to do to
avoid being blacklisted. Shari is a trusted and active voice
in the SEO field, and she always stays abreast of the latest
changes." - Adam Audette, Owner, Adventive, home of I-Search
discussion list; Moderator, bCentral Daily Digest
====================
- Search
Engine Advertising
Buying Your Way to the Top to Increase Sales
by Catherine Seda
An excellent introduction to Search Engine Advertising -
Dave Ingalls (Substitute "Yahoo Sponsored Search"
whenever you see a reference to "Overture" - Yahoo
recently purchased Overture - Search Engine Marketing/Advertising
is an ever-changing landscape!)
(click on book title/book cover to see Amazon.com info on
this book)
About the Author (from the book cover):
Catherine Seda has helped companies leverage Internet marketing
since 1995. She's a popular conference speaker on the topics
of search engine marketing, affiliate management, and low-cost
web site promotion. Catherine shares practical tips in her monthly
column for Entrepreneur magazine, Search Engine Sales
e-zine, and various industry publications. Her agency, Seda
Communications, offers search engine marketing workshops, on-site
training, and campaign management for corporate clients.
Book Description (from book cover):
Are you a new search engine advertiser looking for the steps
to launch a successful campaign? Or are you a seasoned veteran
who needs cost-saving tips to improve your profitability? Search
Engine Advertising isn't just about buying a top position
in search results. Author Catherine Seda reveals how to achieve
immediate web site visibility, and shows you the tools and techniques
you can use to increase sales at the lowest cost-per-customer.
Key features of this book include:
- Developing an effective keyword list, ad copy, and landing
pages
- How to use paid placement and paid inclusion programs
- Reaching new customers through specialized search engines
- Tracking your return on investment to boost profit margins
- How to create an affiliate strategy that maximizes revenue
- Protecting your profits from click fraud and trademark
infringement
"A remarkable book that eases you into the important new world of search engine
advertising. Read it before your competitors do!" - Danny Sullivan,
Editor, SearchEngineWatch.com ====================
- Search
Engine Optimization for Dummies
by Peter Kent
This is a REALLY good book, and it ain't for dummies! - Dave
Ingalls
(click on book title/book cover to see Amazon.com info
on this book)
About the Author (from book cover):
Peter Kent is an e-commerce consultant who specializes in search
engine optimization. He has written nearly fifty books and founded
an e-business service provider.
Book Description (from book cover):
- A Web site's position in search results will affect the
number of times it is visited; this book shows Web site
designers, owners, and Search Engine Optimizers (SEOs) how
to build sites that rank high in the search engines (Google,
Yahoo, MSN, Inktomi, Alta Vista, Overture) and generate
high traffic
- This is the first book to cover the entire spectrum of
search engine optimization, including important though often-ignored
search systems, such as specialty directories and Yellow
Pages
- Covers creating search engine-friendly sites and pages;
registering sites with standard search engines, directories,
shopping directories, and retailers; using registration
software and services; understanding tools used to monitor
site traffic; advertising on search engines; and developing
links to boost ranks
- Introduces the reader to the nature of search engines,
explains the different types, and shows which ones are the
most important
- Includes a jump-start chapter with simple tricks for quickly
boosting a site's ranking
- Companion Web site includes articles and links to important
news and registration sites
====================
- Affiliate
Selling: Building Revenue on the Web
by Greg Helmstetter and Pamela Metivier
From the authors' Web site: "Affiliate selling is changing all
of the rules about who can do what on the Web, who holds the
cards, who owns the customer, and who makes the money. The premise
is simple: anybody with a Web site can earn commissions by directing
visitors to other sites that actually sell something.
Affiliate Selling was written for anyone who: 1) is thinking
about adding commissions as a revenue stream to an existing
site; 2) wants to create a new site that generates affiliate
commissions; or 3) is a merchant who wants to create their own
affiliate program.
If you missed the first wave of the Web, hang on tight. The
second wave is about to hit. Anybody who wants to can play,
and we wrote the book to tell you how to do it."
====================
- Business-to-Business
Internet Marketing
by Barry Silverstein
From Amazon.com: "This "crash course" in business-to-business
marketing is an excellent introduction for the newcomer and
a worthwhile refresher for the veteran. Barry Silverstein is
convinced that the Internet will soon replace direct mail as
the primary vehicle for business-to-business direct marketing.
Silverstein doesn't promote spam, but discusses how the Internet
has changed marketing and how principles of sound direct marketing
can be applied to the Internet in fresh ways."
====================
General Business:
- The
Tipping Point
How Little Things Can Make a Big Difference
by Malcolm Gladwell
Was Paul Revere a Connector, a Maven or a Salesman, and why
did that ultimately determine his success at rousing American
patriots to confront the British? This and many more interesting
ideas are explored in Gladwell's seminal work on how "instant
success" is achieved - Dave Ingalls
(click on book title/book cover to see Amazon.com info on
this book)
About the Author (from the book cover):
Malcolm Gladwell was a reporter for The Washington Post
from 1987 to 1996, working first as a science writer and then
as New York City bureau chief. Since 1996, he has been a staff
writer for The New Yorker.
Book Description (from the book cover):
The Tipping Point is that magic moment when an idea, trend,
or social behavior crosses a threshold, tips and spreads like
wildfire. Just as a single sick person can start an epidemic
of the flu, so too can a small but precisely targeted push cause
a fashion trend, the popularity of a new product, or a drop
in the crime rate. This widely acclaimed best-seller, in which
Malcolm Gladwell explores and brilliantly illuminates the tipping
point phenomenon, is already changing the way people throughout
the world think about selling products and disseminating ideas.
"A fascinating book that makes you see the world in a different way" - Fortune Magazine
====================
- Brand
Warfare
by David D'Alessandro
From Amazon.com: "In this short, concise work, D'Alessandro,
CEO of the John Hancock insurance group, entertainingly hammers
home the importance of creating and maintaining a brand. In
his view, a brand is whatever image a customer conjures up upon
hearing a company's name, so everything from the firm's labor
practices to its product and advertising must be taken into
account. To make his points, D'Alessandro draws heavily on his
former career in advertising and public relations. On having
Orville Redenbacher as a client: "We literally thought he was
insane." But in the end, he says, "Orville taught me...the power
of a good brand to trump all rhyme or reason in the marketplace."
From a consumer's point of view, brands save time, project a
certain image to the rest of the world and make one feel part
of the group that uses the brand. He discusses the steps to
building a brand, consistently emphasizing that, if it is to
resonate, the brand must have one simple image. D'Alessandro
doesn't break much new ground here, but he succeeds at reminding
everyone from the CEO to the people on the assembly line that
their company's brand is its most crucial asset. Practical,
psychologically astute and clearly written, this book has much
to offer business folk of all stripes."
- Who
Moved My Cheese?
by Spencer Johnson, M.D.
From Amazon.com: "Change can be a blessing or a curse, depending
on your perspective. The message of Who Moved My Cheese?
is that all can come to see it as a blessing, if they understand
the nature of cheese and the role it plays in their lives. Who
Moved My Cheese? is a parable that takes place in a maze.
Four beings live in that maze: Sniff and Scurry are mice - nonanalytical
and nonjudgmental, they just want cheese and are willing to
do whatever it takes to get it. Hem and Haw are "littlepeople,"
mouse-size humans who have an entirely different relationship
with cheese. It's not just sustenance to them; it's their self-image.
Their lives and belief systems are built around the cheese they've
found. Most of us reading the story will see the cheese as something
related to our livelihoods - our jobs, our career paths, the
industries we work in - although it can stand for anything,
from health to relationships. The point of the story is that
we have to be alert to changes in the cheese, and be prepared
to go running off in search of new sources of cheese when the
cheese we have runs out. - Lou Schuler "
Internet/e-Business:
- Beep!
Beep! Competing in the Age of the Road Runner
by Chip Bell and Oren Harari
Book Description: "A must-read for any leader...loaded with
practical and humorous insight...right on target." -Rob Robins,
executive vice president, Visa USA If you're like most red-blooded
business managers, you grew up watching a scruffy coyote futilely
chasing a colorful bird. Now you're competing against companies
started by twenty-two-year-olds who sleep under their desks.
Be honest: In today's business world, who is chasing whom? In
business today you are either a Wile E. Coyote or a Road Runner.
If you're using old solutions to new problems and are pathologically
in love with "Acme Products," you are a Wile E. Coyote."
- Business
@ the Speed of Thought
by Bill Gates
From Bill Gates' Web site: "Business @ the Speed of Thought
was written to inspire you to demand - and get - more from technology,
enabling you and your company to respond faster to your customers,
adapt to changing business demands, and prosper in the digital
economy.
Business @ the Speed of Thought is not a technical book.
It shows how business and technology are now inextricably linked.
Each chapter is structured around a business or management issue,
showing how digital processes can dramatically improve your
results."
- Competing
for the Future
by Gary Hamel and C.K. Prahalad
From Amazon.com: "Winning in business today is not about being
number one - it's about who "gets to the future first," write
management consultants Gary Hamel and C.K. Prahalad. In Competing
for the Future, they urge companies to create their own futures,
envision new markets, and reinvent themselves."
- Digital
Darwinism
by Evan I. Schwartz
From Amazon.com: "Over the last few years, the big bang of the
World Wide Web has shaken the realm of commerce. Today on the
Internet, you can get everything from phone numbers and dancing
babies to golf clubs and custom-built computers. Some of these
Web sites are businesses that found their genesis in the advent
of the Web itself, while others are longstanding companies trying
to adapt to the reality of this new digital marketplace. Who
will survive and who will be rendered extinct? That's what Evan
I. Schwartz tries to answer by dipping into the Internet's "primordial
soup" to discover the characteristics of the winners that will
eventually emerge."
- The
Digital Economy
by Don Tapscott
From an Amazon.com review: "Finally - a book on the Internet
and Information Technology written for "normal" people! In his
"The Digital Economy", author and industry expert Don Tapscott
avoids addressing his readers in geek-speak or treating them
as techno-idiots. He provides an informative and useful tour
of how the new digital world is impacting our lives today, even
as it re-defines our tomorrow. The style is narrative and often
amusing, and one hardly notices just how much dynamite information
and solid research is being presented. Burned out on the hype
of the "Web" or not; this is the one book which is a must read
for confused students, concerned workers, and nervous business
people who have been trying to figure out the Information Super-Highway.
Don Tapscott has opened a "ramp" - and now there's no excuse
not to "drive" on."
- e-Business
2.0: Roadmap for Success
by Ravi Kalakota and Marcia Robinson
From Amazon.com: "In e-Business 2.0, Ravi Kalakota and Marcia
Robinson present a survey of how the processes of business have
changed as a result of computer-assisted communications, data
storage, and data analysis. They explain recent technological
advances - and those that may take place in the near and middle
future - and explain how companies that sell products and services
might put them to profitable use. With an emphasis on companies
that sell things to large numbers of consumers, the authors
argue convincingly that information technology isn't an end
in itself, but a tool that can facilitate valuable changes in
business processes. - David Wall"
- Electronic
Commerce: A Manager's Guide
by Ravi Kalakota and Andrew Whinston
From Amazon.com: "Electronic Commerce: A Manager's Guide,
by online specialists Ravi Kalakota of the University of Rochester
and Andrew B. Whinston of the University of Texas at Austin,
is a thoroughly researched evaluation of the management and
technology issues relevant to this increasingly vital and rapidly
changing field. Designed as a companion to the pair's earlier
Frontiers of Electronic Commerce, this volume highlights customer-to-business,
intrabusiness, and business-to-business transactions with practical
examples and the authors' authoritative opinions.
Synopsis
Taking a practical look at electronic commerce from the manager's
perspective, this text integrates presentations of the present
and future conduct of online business with existing and proposed
networking technology and infrastructure. The work introduces
the key players, and their capabilities and limitations in the
convergence and the growth of the Internet and electronic commerce.
It also describes the use of computer networks to buy and sell
products, information and services."
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