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Guerrilla Marketing Online: The Entrepreneur's Guide to Earning Profits on the Internet by Jay Conrad Levinson, Charles Rubin
Paperback, List: $12.95
Published by Houghton Mifflin Co
Publication date: July 1, 1995
Like the other Guerilla Marketing books, this one pushes into creative marketing, with one action idea after another. No danger of too
much technical detail here, there's also not quite enough about what makes Webmarketing different. You won't find many practical tips on how to
place hyperlinks or what to do about the limited size of a Webpage. It's not much help to copywriters trying to get used to a new medium.
But the book does hit Levinson's strengths: getting you to think, and getting you to act. We like it, and the price is right, but don't make
this your only Webmarketing book--combine it with something like Sterne's or Settle's that have more detailed advice for marketing in cyberspace.
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 All Sizzle, No Steak?
How to Make a Fortune on the Information Superhighway : Everyone's Guerrilla Guide to Marketing on the Internet and Other On-Line Services by Laurence A. Canter, Martha S. Siegel
Paperback, List: $13.00
Published by Harpercollins (Paper)
Publication date: October 1, 1995
The title told us just about everything we needed to know about this book. First, it's attempting to capitalize on the Guerilla Marketing series created by Conrad
Levinson, but where Levinson's books are aimed at small businesses trying to turn creativity into effective marketing action, this one is more for those who'd like to
believe there's a gold mine waiting to be discovered in their own backyard. Slick and sassy, the style didn't work for us, even though some of the content is quite
good. If you believe that you have to dream big, sell hard, and "You, too, can make a fortune!" instead of growing a business, you'll probably find quite a lot to like about
this book.
Order HOW TO MAKE A FORTUNE ON THE INFORMATION SUPERHIGHWAY by Canter and Siegel
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Marketing on the Internet:
A Proven 12-Step Plan for Promoting, Selling and Delivering Your Products and Services to Millions over the Information superhighway by Michael Mathiesen
Paperback, List: $34.95
Published by Maximum Press
Publication date: October 1, 1996
OK, it's not quite like that. But almost. This is, indeed, a 12 step program for marketing on the Web. The author is a missionary for his own
program, who believes that, step by step, you can achieve a perfectly harmonious Internet marketing plan. There's a lot to like about this book, but
in a niche that already runs to two line titles, this one pushes four, and that same, slow, steady, "cover all the bases" caution permeates the
book.
Frankly, we prefer the guerilla marketing approach of getting a great idea, putting your heart and soul into it, and then moving on to something new
when the time is right. We like business plans, but this one is a little too methodical for our tastes: we're not sure most marketers could keep their
interest up long enough to get to steps 7, 8, and 9.
However, if you're a business owner, feeling cautious about the Internet, and want to start small,
stay small, and move slowly, this is a reasonable approach. And if you're a marketer who tends to run too fast towards the big goal and overlook the details,
this book could be just what you need to doublecheck your plans and make sure you're being realistic as well as proactive. Finally, if you're the kind of person who
reads 6 or 7 marketing books before starting a new promotion, this is a good choice for fourth or fifth--sort of the "buy a big car, drive slow, and let the other
guys get the speeding tickets" approach.
Order MARKETING ON THE INTERNET: A 12-STEP PROGRAM by Mathiesen
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 Right on Target: Publicizing and Promoting on the Web
Online Marketing Handbook:
How to Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and Commercial Online Systems by Daniel S. Janal
Paperback, List: $24.95
Published by Van Nostrand Reinhold (Trade)
Publication date: April 1995
This is a really nice book with a good sense of how to do promotions as well as straight sales on the Internet.
Well-written, business-oriented, and with a number of topics that aren't covered in books that jump straight into
"Here's How to Build Your Website." We like it. A smaller book, easy to read on the plane or fit in a
briefcase. A good ideas approach to publicity and advertising on the Internet.
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Don't Bet The Store on This One
Selling on the Internet:
How to Open an Electronic Storefront and Have Millions of Customers Come to You! by James C. Gonyea , Wayne M. Gonyea
Paperback, List: $24.95
Published by McGraw-Hill
Publication date: March 1, 1996
Can you spell "overpromise"? This book does it on every page. On the other hand, while this book manages
to promote most of the 6 Myths of Webmarketing, oddly enough it does get one thing very right: we really like the way they design a cyberstore. If you can tune out
the promises and the hype, and just look at the nuts and bolts of storefront design, there's some good design stuff here. But despite what these authors say, once you build that storefront, you're
still going to have to do some "roll your sleeves up and get to work" traditional marketing to publicize and promote it. Even then, don't expect "millions of
customers to come to you."
The Web is a great 800 number. But just because 100 million people have a telephone, it doesn't mean they're going to call your business
the first day you list in the phonebook. If you're going to set up a Website that sells something, this book is worth buying for the storefront advice--but don't use it
for business plans or sales projections.
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Publishers:
Review copies of Webmarketing books may be sent to:
Book Reviews, Jade River Designs, 2000 Powers Ferry, Suite 300, Atlanta, Georgia, USA 30067
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