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Title: The Engaged Customer : The New Rules of Internet Direct Marketing by Hans Peter Brondmo, Geoffrey Moore ISBN: 0-06-662078-3 Publisher: HarperBusiness Pub. Date: 07 November, 2000 Format: Hardcover Volumes: 1 List Price(USD): $26.00 |
Average Customer Rating: 4.77 (13 reviews)
Rating: 5
Summary: Outstanding and Essential Text on Email Marketing
Comment: I have adopted Brondmo's email marketing book as a text in my electronic marketing course. I recommend it as essential reading. The book takes over where Seth Godin's Permission Marketing left off. Godin's book was all about philosophy, with not too much about implementation. Brondmo's book start with a grounding in a customer-centered / one-to-one business philosophy but carries through implementation to program review, getting down to nuts and bolts. His examples and analogies ring true... .
Rating: 5
Summary: A real and ethical plan for internet marketing and not spam
Comment: The authors have put together perhaps one of the best and most complete books on marketing via e-mail on the market today. Note that I said "marketing via e-mail" and not spamming via e-mail. The authors actually address this issue and how to use e-mail marketing in a positive manner where it will be welcomed by the recipient and not instantly deleted. Hans Peter Brondmo is an authority on this issue and is one of the owners of Post Communications, which uses e-mail marketing extensively.
The book details how to move from traditional marketing methods to an Internet based marketing system that concentrates on the efficient and positive use of e-mail. It not only covers how to use it to obtain new customers but guides the reader step by step in how to effectively use e-mail to create and maintain customer loyalty and positive relationships.
Rating: 3
Summary: This books wraps up other online marketing concepts.
Comment: I have read many books on e-mail strategies, viral marketing and permission-based marketing and this one makes the cut.
I figured by reading the book I would get some pretty good analysis of what it takes to run a good e-mail marketing campaign, the pros and cons of various strategies (in house vs. outsourcing) and some "big picture" issues to deal with. The author delivered on that but I wish he had some # crunching and data analysis in it.
If you have read about permission based marketing and viral marketing this is a book that will help to "pull it all together." While some concepts will have been covered by then I know it has helped me in pulling together a strategy long-term for a few websites I want to rollout in the next few years.
Good books to read about viral marketing, in order of preference, are (1) Seth Godin and Permission Marketing (2) Malcolm Gladwell's The Tipping Point and (3) Emanueul Rosen's Anatomy of a Buzz. Kim McPherson's E-mail Strategies That Work book is a good book on e-mail campaigns.
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Title: Permission Based E-mail Marketing by Kim MacPherson ISBN: 0793142954 Publisher: Dearborn Trade Publishing Pub. Date: 19 March, 2001 List Price(USD): $24.95 |
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Title: Net Words: Creating High-Impact Online Copy by Nick Usborne ISBN: 0071380396 Publisher: McGraw-Hill Trade Pub. Date: 26 November, 2001 List Price(USD): $16.95 |
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Title: Internet Direct Mail : The Complete Guide to Successful E-Mail Marketing Campaigns by Stevan Roberts, Michelle Feit, Robert W. Bly, Steve Roberts ISBN: 0658001361 Publisher: McGraw-Hill Trade Pub. Date: 01 September, 2000 List Price(USD): $39.95 |
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Title: Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin ISBN: 0684856360 Publisher: Simon & Schuster Pub. Date: 06 May, 1999 List Price(USD): $25.00 |
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Title: Marketing With Email : A Spam-Free Guide to Increasing Awareness, Building Loyalty, and Increasing Sales by Using the Internet's Most Powerful Tool by Shannon Kinnard ISBN: 1885068409 Publisher: Maximum Press Pub. Date: December, 1999 List Price(USD): $24.95 |
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