Description: Since The Internet Marketing Plan was published, online advertising has changed dramatically, from the emergence of personalized ad delivery servers to sales affiliate programs to sophisticated Web measurement tools. In addition, several aspects of offline marketing media have been revised to account for the Internet's impact. The second edition of The Internet Marketing Plan will address these and many more industry changes.

Why a new edition? Online marketers are not evaluating the Internet with the same strategic thinking they once used for more traditional media. Businesses are finding out the hard way that marketing effectively on the Internet costs more money and resources than they were first led to believe. Poor planning is killing just as many big Internet marketing budgets as small ones.

In fact, marketing has become one of the most important business functions of the Internet. Jim Sterne, in his World Wide Web Marketing, 2e, Integrating the Web into Your Marketing Strategy, takes traditional marketing strategies and shows readers how to apply them-first as marketing-centric, then as Internet-centric. By contrast, the Internet Marketing Plan, 2e, provides the nitty-gritty blueprint for actually writing the plan-all the templates-all the models-have already been done.

Filled with more forms than ever and linked to the author's own web site so readers can instantly download customized templates for every marketing document needed to create an instant marketing program, the second edition also includes new advances in off-line marketing media.

The 2e includes help in planning an Internet marketing budget and fitting the Internet into the traditional marketingcommunications mix, believes that it takes a detailed strategic and tactical plan to succeed online. The Internet has developed a new economy of novice business people, many without traditional marketing experience; this 2e quickly brings individuals up to speed.

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