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The Handbook of Online Marketing Research: Knowing Your Customer Using the Net
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Author: Joshua Grossnickle, Oliver Raskin
List Price: $39.95
Our Price: Click to see the latest and low price
ISBN: 0071361146
Publisher: McGraw-Hill Trade (11 September, 2000)
Edition: Hardcover
Sales Rank: 91,297
Average Customer Rating: 3.67 out of 5
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Customer ReviewsRating: 5 out of 5
the online marketer's bible
If you are a marketing professional, you most likely leverage the power of the Internet in some form for research. This book brings forth the broad tactics (from segmentation to targeting) in a digestible format. If you haven't used the power of the Internet to drive your company's research strategy -- you're missing the boat. Make sure to pick up a copy of this book to jump start your learning process.
Rating: 1 out of 5
Most preposterous mistake I've seen in a computer book
Check out page 46 of the 49 online. It shows the entry for "Tickle" in the index. Of course this should be TCL (Tool Command Language), but the authors are apparently trying to pass themselves off as being more knowledgable than they really are. This is the most preposterous mistake I have seen in any technical book, and I've read hundreds. Would you trust the authors to advise you on how to conduct research when they so miserably failed to research what TCL is? This mistake was pointed out by a previous reviewer, and now they demonstrate it for all to see by making the index available on this very site?! These guys need to TAKE some marketing lessons, not offer them.
Rating: 5 out of 5
Top resource for reaching and responding to your customers
This book is packed with good information. I saw the review in Wired,
and couldn't agree more. I've been using the resources identified in
the book and on the companion website. My company did a little
research with some free web survey technology, which wasn't very
useful. Not only does this book explain why (in a way I can
understand and explain to my managers) but it also explains how to do
it right. Lots of good examples thrown in as well. We're gearing up
to run some surveys, and so far, all is well. ... -- I suppose this
book isn't for statisticians, but then, the authors say that up front.
All in all, this is one of the better "how to" books I've
seen for the web.
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