BKWWWMRK.RVW   960118
 
"World Wide Web Marketing", Jim Sterne, 1995, 0-471-12843-0, U$24.95/C$32.50
%A   Jim Sterne jsterne@targeting.com
%C   22 Worchester Road, Rexdale, Ontario   M9W 9Z9
%D   1995
%G   0-471-12843-0
%I   Wiley
%O   U$24.95/C$32.50 416-236-4433 fax: 416-236-4448 800-263-1590 800-567-4797
%P   331
%T   "World Wide Web Marketing: Integrating the Internet into Your Marketing
         Strategy"
 
It may have been noted, by certain perceptive individuals, that I have not
highly recommended Internet "business" type books.  This panning of such books
is not because of any cultural bias attempting to defend the Internet against
the encroachment of businesspeople.  Those business-oriented introductions to
the net which I have seen are genuinely mediocre.  And now I can prove that
assertion, because Jim Sterne has written a genuinely good Internet book for
business.
 
Sterne understands the net.  He understands the culture of the community: what
will fly and what won't.  He understands some psychology: how people react,
what is interesting, what is boring and what is just too slow.  He understands
the technology: which functions are intrusive and which are requested.
 
This book gives a solid and non-technical guide to World Wide Web strategy and
design.  It does not attempt to teach you HTML, but provides a couple of
recommendations to other books that do.  There are plenty of examples
throughout the text, but these are expertly analyzed for strengths and
weaknesses rather than becoming a "gee, look at this!" list.
 
Sterne is *not* a starry-eyed dreamer.  He presents the limits, costs and
drawbacks of putting up a Web site.  He also provides realistic advice on how
to go about doing it.  If you or your company want to be on the net, then you
need this book.  (If you are already on the Web, then this can give you a clear
assessment of whether or not you are simply taking up bandwidth.)
 
copyright Robert M. Slade, 1996   BKWWWMRK.RVW   960118

======================
roberts@decus.ca     rslade@freenet.vancouver.bc.ca     rslade@cyberstore.ca
  "Internet, the information network you _can't_ outgrow."  - Ido Dubrawsky
Author "Robert Slade's Guide to Computer Viruses" 0-387-94663-2 (800-SPRINGER)