INTERNET MARKETINGande-COMMERCE emphasizes the rigor of Internet marketing ? not just the hype ? combining state of the art research, practices of leading online marketing companies, and an in-depth look at the special advantages available online. INTERNET MARKETINGande-COMMERCE shows how the Internet is creating value for customers and profits for companies, while also fitting into an organization's complete marketing strategy. Building on the foundation of Hanson's widely acclaimed Principles of Internet Marketing, and reflecting the lessons and new opportunities of "Web 2.0," INTERNET MARKETINGande-COMMERCE provides coverage of Internet marketing practices for organizations of all types: traditional large companies, small businesses, charities, and online start-ups.

This textbook is required for my E-commerce class. The book provides a comparison of the Internet to other industries which had uncertain futures, such as radio and electricity and how those industries grew. It also analyzes the some of ways companies are using the Internet to reduce costs. The book also explains some of the ways companies are using the Internet to create a competitive advantage.

Chapters 8-12 are great for people wanting to start e-commerce. I found the book technically great and at the same time accessible to the average Joe (who is not a business major)! The book is a must for all companies and individuals doing e-commerce!

Are you looking to succeed in the ever changing world of marketing? With INTERNET MARKETINGande-COMMERCE you will find the tools you need. This innovative text show you how to use the Internet to both create value for the customer and profit for your company.

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.

Ward Hanson has been a pioneering researcher in the commercialization and impact of the Internet. He introduced Internet Marketing and e-Commerce into the Stanford Graduate School curriculum, which produced many of the current leaders of

the industry. The first edition of Internet Marketing, translated into eight languages world wide, helped establish the Internet as a serious and critical part of management education. His class and text formed the basis of a suite of online coursework produced by a joint venture of Stanford and four other leading universities. He has taught executives and business leaders around the world, and continues to teach courses both in Internet Marketing and Internet Economics.

Dr. Hanson is a member of the Stanford Institute for Economic Policy Research, where he is both a Fellow and the Director of the Policy Forum. Hanson received his Ph.D. in Economics from Stanford University, and has been a faculty member at the University Of Chicago Graduate School Of Business, Purdue University Krannert School of Management, the Stanford University Graduate School of Business, and Sacro Cuore University in Piacenza, Italy. Current research areas include the impact of competition on technology choices, the worldwide adoption of broadband, the marketing of intellectual property, and individual-level economic issues such as credit scoring, interactivity, and personalized pricing.

He serves on several editorial boards, has been an expert witness in some of the leading Internet cases, and consults with innovative technology companies. He lives in Palo Alto, California.

PART I: FOUNDATIONS. 1. Introduction. 2. A Digital World. 3. Networks. 4. Individuals Online. PART II: ESSENTIAL SKILLS. 5. Web Business Models. 6. Online Branding. 7. Usability, Credibility, Persuasion. 8. Traffic Building. 9. Personalization. 10. Creating Commitment. 11. Innovation and the Net. 12. Pricing in an Online World. PART III: e-COMMERCE. 13. Internet Retailing. 14. Consumer Channels. 15. B2B eCommerce. 16. Online Research. 17. Organizing for Online Marketing.