Cover image for Net success : 24 leaders in Web commerce show you how to put the Internet to work for your business
Net success : 24 leaders in Web commerce show you how to put the Internet to work for your business
Haylock, Christina Ford.
Personal Author:
Publication Information:
Holbrook, Mass. : Adams Media Corp., [1999]

Physical Description:
xvi, 320 pages : illustrations ; 25 cm
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
HD30.37 .H39 1999 Adult Non-Fiction Central Closed Stacks

On Order



Covers electronic commerce, Internet advertising, virtual communities, on-line merchandizing, and intranets.

Author Notes

Principal authors Christina Ford Haylock and Len Muscarella are veterans of Internet business development and marketing. Haylock is former VP of Electronic Commerce at Citibank, and is now a principal in Ford Communications, an Internet consulting firm. Muscarella worked on the CBS-IBM-Sears co-venture which developed Prodigy. He is now Managing Director of Interactive Media Associates, a new media consulting and development firm.

Reviews 1

Choice Review

Internet commerce has been the topic of countless books over the last several years. Most efforts have been overly general and too vague to be helpful as a blueprint for managers who want to integrate a "Web strategy" into their overall strategic plans. Net Success, however, is much more useful, offering practical advise by 24 managers and technologists, all of whom are respected leaders in their fields, e.g., Eric Hippeau (Ziff-Davis Publishing), Link Hoewing (Bell Atlantic), Blake Darcy (DLJ Direct). The inclusion of numerous details and specifics sets this publication apart from most books of this genre. Topics addressed include social trends relevant to Web commerce, effective use of the Web for business communication, business models, developing and launching an Internet business, and online advertising and marketing. Although likely to suffer from the common problem of rapid obsolescence in this field, Net Success is very current by today's standards. Managers, students of all levels, and even technologists will find this book insightful, fascinating, and most importantly, useful. N. Gersony; University of New Haven

Table of Contents

Christina Ford and Len MuscarrellaMadelyn HochsteinHarley ManningRichard P. Adler and Anthony J. ChristopherPaul Lewis and Leslie LaredoJ. Brent Wilkey and Regina BradySam SimonElaine Rubin and Lauren FreedmanWilliam Burrington and Edwin LavergneJim PiszHilary Bryn ThomasWilliam M., Randle and Jeffrey KutlerK. Blake DarcyEric HippeauBob PringleAndrew O. McKee
Forewordp. v
Acknowledgmentsp. xi
Introductionp. xiii
1. Making Sense of the Internetp. 1
2. Seven Societal Trends Driving Consumer Interest in the Internet and E-commercep. 16
Part 1 Internet Applicationsp. 23
3. The Action-Oriented Design Imperativep. 25
4. Virtual Communitiesp. 36
5. Internet Advertisingp. 60
6. Internet Direct Marketingp. 84
7. Corporate Communications and Public Affairs: Using the Internet to Communicate Ideasp. 108
8. E-commerce and Merchandisingp. 123
9. The Internet and the Law: Putting Your Business Online, Not on the Linep. 146
Part 2 Business-to-Business Uses of Internet Technologyp. 167
10. Using Intranets and Extranets to Gain Advantagep. 169
11. Business-to-Business Commerce: The Internet Evolutionp. 186
Part 3 How the Internet Is Helping to Transform Industriesp. 207
12. Banking: The Biggest Risk Is to Do Nothingp. 209
13. Brokerage Service: Perspectives from a Decade in Online's Most Mature Segmentp. 238
14. Publishing: Serving the New Consumersp. 257
15. Health Care: Operating in the Third Dimensionp. 275
16. Travel: The Comeback of the Travel Agentp. 287
Author Profilesp. 304
Indexp. 315