Summary: How To Make a Fortune on the Information Superhighway - Laurence Canter and Martha Siegel

This work offers a summary of the book HOW TO MAKE A FORTUNE ON THE INFORMATION SUPERHIGHWAY : Everyone’s Guerrilla Guide to Marketing on the Internet by LAURENCE CANTER and MARTHA SIEGEL
Internet marketing is now essentially, as most successful businesses understand: the internet is where people spend time, therefore companies most integrate themselves into the community. However it’s remarkable how some businesses still fall into traps that are easily avoidable. In this book, Canter and Siegel take the reader through ways to market online effectively, highlighting strategies that have worked, and those to avoid. They point out that interactive marketing is far more effective online than simply advertising, because companies can set up an efficient feedback loop whereby they not only sell products but improve products at the same time. They take the reader from very simple techniques – such as the best way to set up a mailing list – to creating multimedia advertising strategies. Canter and Siegel point out that whilst online approaches can cost a lot of money, small businesses can make a big difference to their market with only a little investment.
How to Make a Fortune on the Information Superhighway is a bestselling book that has set many companies on the road towards a coherent, profitable online marketing strategy.