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All information current as of 01:26:07 Pacific Time, Tuesday, 11 January 2005.

Internet Marketing 3rd Edition with Wall Street Journal Handbook Set

   by Charles F. Hofacker

    10 August, 2001


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Editorial description(s):

Excerpted from Internet Marketing by Charles F. Hofacker. Copyright © 1998. Reprinted by permission. All rights reserved
From the Preface: In the past few years the Internet has gone through several phases -from obscurity to hype all the way to being a simple fact of life today. Almost as soon as the Internet was privatized, marketers staked their turf and sought to use the medium to further the goals of the firm in various ways. While there are numerous practitioner books on the subject of marketing using the Internet, all tend to be practitioner-oriented and focused solely on computer nuts and bolts. This book discusses many of those same nuts and bolts, but places them in the context of marketing strategy, consumer behavior, advertising, and the other business topics that make marketing different than computer programming.

In fact, the title of this textbook, Internet Marketing, neatly sums up the two disciplines it brings together. The book has both an Internet component and a marketing component. No doubt instructors will vary how much Internet coverage they'll include in a course. This book is therefore designed to let the instructor add as little or as much of the Internet piece as he or she feels comfortable including. Wherever possible, the technical details of networked computing have been segregated to allow the instructor to omit them if desired. For example, when the HTML page-creation language is discussed in terms of its impact on the consumer, those discussions are contained to a side box. In addition, Chapter 2, "What Exactly Is the Internet?," Chapter 5, "How to Create Web Pages," and Chapter 14, "The Mechanics of Electronic Commerce" can be skipped without any loss to the overall narrative.

The printed textbook is really just one-half of the materials for this course-the companion Web site is a critical component. The text and the Web site have been designed from the start to complement each other. While some books have supporting Web sites, the site and this book play a nearly equal role in Internet Marketing. Our aim in developing the set was to capitalize on the strength of each medium. The textbook most efficiently teaches the key concepts and provides a serial narrative on the topic. The interactivity of the Internet, on the other hand, makes it ideal for providing student activities such as hypertext cases and homework questions. The Internet is also unsurpassed in its ability to point students to live examples of the main points. And finally, the dynamic nature and timeliness of online publishing makes it perfect for producing pointers to current events that relate to class materials.

A URL is provided at the end of each chapter in the text. After reading each chapter, students should visit the Web page given at the end of that chapter to gain further insight into the topic at hand. The examples and questions contained in the chapter Web pages make excellent starting points for class discussion. Unique among marketing topics, Internet marketing is a subject that allows students to explore actual consumer and competitive environments from their own dorms or apartments, or a computer lab. And with an appropriately configured classroom, these illustrative Web sites can be seamlessly integrated right into the lecture.

In learning about marketing on the Internet, there is no substitute for being immersed in the Web. Therefore, all of the homework and cases provided with the text appear on the Web site. The Instructors' Manual provided with the text covers these homework exercises and cases. In addition to covering the homework exercises and cases, the Instructors' Manual provides guidelines on teaching with technology, as well as dealing with computer labs. Often, instructors approach technology with some trepidation, but most of the pitfalls associated with using a computer in the classroom, or with visiting a computer lab, can be easily avoided.

This book is arranged into five sect ions. The first section provides an introduction to the Internet. Subsequent sections focus on communications, selling, content development and creation, and network functionality. This final section serves as a catch-all for several miscellaneous topics.


In developing any textbook, no one person is responsible for putting it all together. I would like to thank the folks at Digital Springs, including Rick Leyh, Steve Welch, and Sara Schroeder for their assistance in guiding me through the process of converting a set of class notes into a textbook. I would also like to thank my wife, Linda Vaughn, for her patience with my compulsion to be connected to the Internet, any time of night or day. And finally, I would like to thank Jamie Murphy for numerous discussions about the topics included in this book. His ability to analyze the Internet, as well as his enthusiasm for doing so, is first rate. And while I am thanking Jamie for his help with the book, I can't help but mention the assistance he has provided with my bicycle racing.
--This text refers to an out of print or unavailable edition of this title.

Book Description
Covers the complete topic, including an introduction to marketing on the Internet, sections on online promotion and communication, computer mediated selling, providing Web content, and a section on new Internet business functions and opportunities.

This new text comes with a complete instructor's manual and Web site and an Internet Marketing Web Companion, an online support to the text, which provides students with Internet exercises, self-study quizzes, and much more.

The text sets four major goals for students:

1. To become familiar with the ways that the Internet and ubiquitous networked devices are changing business in general and marketing in particular.

2. To learn how firms leverage the interactivity of the Internet to create business advantage.

3. To study the use of the Internet for communicating, selling, providing content and making markets.

4. To gain a wealth of hands-on Internet experience with numerous online activities, questions, assignments, projects and cases.
--This text refers to an out of print or unavailable edition of this title.

Reader review(s):

Excellent quick intro with good marketing fundamentals, January 5, 1999
Hofacker's brief book provides an excellent quick introduction to the topic. Unlike many texts in this field, Hofacker is both up to date on the Internet and in touch with marketing fundamentals. Hofacker directly applies basic concepts from fields like consumer behavior to the field of Internet marketing. If you are starting from Square One, Hofacker's work is the weekend read you've been looking for. If someone were going to write a full-fledged textbook in this area, Hofacker's work would provide the essential core.

Good thing for the WSJ subscription, October 22, 2003
I am really glad the book came with a subscription for 10 weeks of the Wall Street Journal. If it did not have that, I would have a hard time finding justification for the price. It is a very basic and introductory pamphlet.

Offers An Innovative Educational Opportunity!, January 9, 1999
�����With the development of the Internet into a full-blown marketing success, a number of college courses and other instructional materials have surfaced to offer entrepreneurs hope of succeeding with their online businesses. Charles F. Hofacker has written Internet Marketing as a textbook for such a course. ����This book covers a broad spectrum of topics related to Internet marketing. Concisely written, it's packed with key marketing principles and strategies for productive Website design, Website promotion, developing content, targeting audiences, advertising, generating revenue, online communications, and legal and ethical matters, to name a few. The author raises a number of important issues that require attention. A helpful glossary of terms is provided at the back of the book. ����The author has created an innovative educational opportunity by designing interactivity between the book and its companion Website. Each chapter, a lesson by itself, is linked to the Website for additional course materials on its topic. Furthermore, students are able to capitalize upon the resources found on the Internet for live examples of the main points covered in the book. This approach allows students to work at their own pace at a time and location more convenient for them. �����If you are looking for a detailed explanation of all the in's and out's of Internet marketing, this book is not for you. However, this book in conjunction with its companion Website does offer a concise education in Internet marketing principles. The content is on target. This book would make a great primer and resource tool when time is short!

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