Internet Prophets: E‐business strategies for every budget

Citation

Sen, B. (2003), "Internet Prophets: E‐business strategies for every budget", New Library World, Vol. 104 No. 1/2, pp. 66-67. https://doi.org/10.1108/03074800310458296

Internet Prophets is a comprehensive guide to e‐business strategies written in an understandable way. The guides and strategies are applicable for businesses large or small, operating in the new economy. The focus for the “prophets” is profit; profit gained from successful e‐business. The book is aimed at business owners, business professionals, advertising executives, strategists and entrepreneurs in e‐business. Its content aims to empower even those who are not Internet savvy. It gives a range of practical strategies and access to a range of tools to develop trading on the Internet.

The prophets, Eeni, Meenie, Miney and Moe, give advice for users with differing needs. At the end of each chapter, the wisdom of the prophets is offered in a concise manner.

Eenie is the prophet of very small companies with limited funds for Internet development. Meenie is the prophet of small but active and aggressive companies. Miney is the prophet of companies, which have serious intent towards the Internet and fairly substantial budgets to invest. While Moe gives advice to advanced businesses able to invest in sophisticated integrated systems.

The book consists of six parts. Part one is background material to the development of the Internet and differences between the industrial age and the information age. It highlights the need for business agility in the current competitive environment.

Following from this introductory chapter, is an overview of e‐business fundamentals with an important focus on the value of customer relations in Internet trading. Throughout the chapters in this section, which cover among other things, online shopping, marketing, digital delivery of products and services; there is a useful approach to introducing Net terminology. Even the novice should feel confident and Net savvy.

With new‐found confidence the reader is invited to really get down to business with the next two sections (parts III and IV) which are devoted to the strategic aspects of the e‐business. Part III is about creating the Internet business plan; researching the environment, carrying out a business assessment, identifying clear objectives and having realistic expectations. Part IV moves into the project management phase and focuses on the costs involved in getting a Web site up and running. The prophets offer sample budgets set out in clear and straightforward tables. Return on investment is considered in terms of content development. The chapters on home page and content development, and Web site design give a wealth of practical tips on the value of information and maximising the business opportunities created each time a potential customer clicks.

The logical progression is to move on to marketing, which is just what this book does. The wisdom of taking a strategic approach across traditional and new media outlets is emphasised in order to maximise on investment.

Last but not least in this book are the appendices. There is a really useful glossary of Internet terms especially useful for the Internet novice. There is a useful index of service providers for companies wishing to contract out or needing more detailed specialist information. An index to all the “prophet strategies” is included, enabling the reader to dip into the book easily and quickly. On a technical level, guides to HMTL, using search engines, Internet regulation, and the World Wide Web, are useful foundations for building understanding and knowledge. Some might find it useful to read the appendices first!

This is a useful book, practical and enjoyable to read. It does have a US slant. For the most part this does not matter, due to the global nature of e‐business. However, the chapter on e‐government has a US Federal focus, which leaves it lacking for readers outside the USA.

One other gripe is the lack of references. Various facts, figures and quotes are made throughout the book with no references given whatsoever. This is infuriating for the curious reader wanting to follow up information and learn more.

However, this book is practical, useful and readable for adventurers in e‐business. Enjoy it.