Book details of 'Marketing on the Internet: Multimedia Strategies for the World Wide Web'

Title	Marketing on the Internet: Multimedia Strategies for the World Wide Web
Author(s)	Jill H. Ellsworth, Matthew V. Ellsworth
ISBN	0471118508
Language	English
Published	April 1995
Publisher	John Wiley & Sons

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The Virtual Bookcase Reviews of 'Marketing on the Internet: Multimedia Strategies for the World Wide Web':

Reviewer Rob Slade wrote:
The subtitle is the important part here: this is *not* about general marketing on the Internet, but specifically about setting up your own presentation on the World Wide Web (WWW, W3 or Web). The first half of the book is general background, with a chapter on Internet history and another on general access to the net. Interestingly, this second chapter glosses over the two major requirements for W3 usage: dial-up IP for browsers and dedicated access for servers. Chapter three gives most of its space to examples of business W3 sites. The coverage of Web browsers is unusual. It really only discusses the operation of the text-based Lynx program, but does talk of the distinctives of the graphical clients, including SlipKnot. The experimental W3 search tools are also mentioned. The concluding chapter of part one lists and describes various WWW sites that may be of use to those working in both Web technology and marketing. Chapter six, beginning part two, is quite a decent tutorial on HTML (HyperText Markup Language). While not as explicit as Lemay's "Teach Yourself Web Publishing" (see reviews), it is definitely a step above the usual terse overview. (I am, though, amused to note that the boxed and highlighted note on page 182 which states, in error, that Lynx doesn't display titles, is flatly contradicted by the first example on pages 190-193.) The following chapter, on multimedia, is far less useful, basically stating simply that you *can* add sound and video. The design tips in chapter eight are good common sense, but nothing major. Part three has good points, but lacks complete information. Chapter nine discusses security, but doesn't mention the loopholes, both accidental and inherent, in both client and server programs. Even the coverage of the range of authentication and encryption systems fails to mention the difficulty which US law places on international use of secure systems. Chapter ten shows the ironic side of the work to those who are "net-literate". The primary justification for setting up a WWW server is the difficulty of marketing and advertising on the net, itself. A Web site is not subject to the same complaints, since access to a W3 server is voluntary. However, once you have established your Web site, you have to advertise it. (Does this begin to sound like a circular process?) In order to ensure that people visit your site, you have to provide valuable information--the same type of information that justifies careful advertising in normal net channels. Chapter eleven finishes off with a rather non-analytical look at the future. (MBONE multicasting is meant for multiple sites. It is *not* going to make one-to-one video transmission any faster or less wasteful.) Appendices cover sample HTML from various Web pages, Web sites and companies devoted to helping businesses advertise on the net, marketing resource sites, and a general piece on how to use a modem. Overall, this gives a fairly broad picture of the "how" of a Web site. Some background research on the direct needs for establishing a site, and a look at how some of the more visible marketing attempts have failed, would be salutary. copyright Robert M. Slade, 1995
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