Readings and Examples
Last Updated: April 1, 1997
The recommended readings are divided into two parts, readings that are
relevant for the entire class, and readings that are relevant to each
week's class session. I will assign readings each week for
the following session. I will assume that all assigned readings have
been read. Each
week's class session also includes examples that will be covered in class.
Readings for the entire class
Age - Articles and Opinions
These online articles are from the interactive section of Advertising Age.
A good way to keep current with what the players are doing.
Age - CyberCritiques
Take a look at what Advertising Age says about selected
Another excellent way to keep current! Not only do they produce their own
articles, they also have a section on other articles from around the web.
Yet another good resource as to what is going on in this dynamic
Vanderbilt University, Owen graduate School of Management
An excellent site for a lot of online marketing information.
Marketing Today, Wilson Internet Services (Archive)
A tri-monthly webzine that has interesting articles on the practical
application of web marketing for small businesses.
-A Beginner's Guide to HTML
The Bare Bones Guide to
Free Graphics (Thanks Jason Miller)
Readings by class session
Demystifying the Internet, University of
Delaware, College of Business and Economics
This guide gives an overview of the various internet tools (Email, trn,
web etc.), tutorials as well as business uses of the tools.
Survey, Network Wizards, January 1997
The number of hosts and domains advertised in the DNS.
Brief History of HTML, University of Georgia, The College of Family and
A look at the history of HTML.
ISPs hold on
their market, News.com, February 1997
Reports that ISPs are still growing despite the threat of telephone
Gives a good overview of various internet survey results, and includes
current articles on marketing and the internet.
WWW User Surveys Graphics, Visualization and Usability, Georigia
Institute of Technology
Six surveys, conducted from January 1994 to October 1996. Questions with
General Demographics, Advertising, Web/Internet Use, Transaction
political Opinions, Purchasing Behavior, Data Privacy, Information
Gathering, Content Authoring, Opinions of Vendors, Webmasters and Service
Providers. Surveys will be completed every six months, April 10th and
Internet Demographics Recontact Study, March/April 1996
and Web Use in the United States: Baselines for Commercial
Development, Project 2000, Vanderbilt, July 1996
Compares current surveys, investigates the methodogy and rationalizes
Statistics reality Check, '96
A look at various studies and various numbers!
PC - Meter, The NPD Group
Various reports regarding the most popular web-sites determined by the
number of visitors.
IntelliQuest Survey Summary, IntelliQuest, February, 1997
47 Million American Adults on the Internet/On-line Services in the Fourth
Quarter 1996, 34% Growth from the First Quarter
Quite Magic, The Economist, February 22, 1997
Dicusses the World Trade Organization's (WTO) brockered agreement between
69 countries to open up the telecom markets to competition.
Digital Divide, News.com, March 14, 1997
Discusses the widening gap between the have's (net access) and the have
University of Delaware
A web research page.
Ltd. Case, Florida State
Why the Web?,
Cybersolver, January 1997
An article describing the unique features of the web.
Traffic, Web Marketing Today, November 4, 1996
Discussion on how to effectively look at traffic coming to your web-site.
site statistics example
Use Virtual log to gather web-site traffic data from remote hosts.
users go for facts over fun, Advertising Age, October 1996
Looks at why users access the web.
Browsing--Offline Web Agents
A list of agents that can be used for browsing offline.
Herald Case, Florida State
Electric Gallery Case, Cox School, SMU
Sessions 5 and 6
Metrics for New Media: Toward the Development of Web Measurement
Standards, Project 2000, September 1996
Looks at current business models for WWW, discusses advertising banners,
and advertising terms.
Webonomics 101, Wired Article
Investigates business models for the web.
subscriptions not viable yet, Dallas Morning News, March 10, 1997
Looks at the WWW publishing business models.
Web Ads mark 2nd birthday with
decisive issues ahead, Advertising Age, October 1996
A commentary of the "history" of ad banners and future projections.
Need to boost Clickthrough Rates
on Your Ads? Advice From Some ExpertsWebWeek, October 1996
Discusses best placement of advertising banners.
Shows Big Jump in Online Advertising, WebWeek, March 24, 1997
Looks at the growth in online advertising revenue from 1995 to 1996 and
who received it and paid it.
Battle Cyber Critics, CNNfn, February 1997
Discusses consumers ability to use the web to communicate problems with
corporate, a new form of consumer power!
for Points, WebWeek, February 17, 1997
Discusses players that have developed incentive schemes for surfers.
'push' pan out?Computer World, February 1997
Looks at push technologies and how they are useful for intranets.
Dell, customer service
customer service example
Services, customer service example
Coca Cola, promotion example
Dole, promotion example,
sponsoring health issues
Ford, promotion example
Godiva, promotion example
Sony, promotion example
Sessions 7 and 8
Cybersolver Article, January 1997
This article gives an overview of the current issues in online
Birth of Digital Commerce, Fortune, December 1996
Looks at issues as related to online commerce
of Commerce, tele.com, 1997
This article looks at current competing infrastructures for electronic
commerce, and ISPs potential role.
Usage Fuels E-Commerce, News.Com, January 27, 1997
Gives an overview of a survey conducted by International Data Corporation.
The survey predicts rapid growth worldwide in internet use and commerce.
Transactions: Who Gets Paid, Upside.com, February 14
Discusses areas where E-commerce makes sense.
Week's Top Ten E-Commerce Sites, PC Week, January 1997
A review of 10 sites that PC Week has identified as making good use of
Dell: Whirlwind On The Web, Business Week, March 27, 1997
Looks at Dell's success in using WWW as a transactional medium in the
direct marketing of computers.
Sideshow or Big
Tent?, Upside.com, March 28, 1997
Looks at online transactions, explaining that business-to-business
market is more popular than the retail market (and will remain so).
Cash, Computer World, 1997
A good overview of various on-line payment schemes.
First Virtual lose big, News.com, January 31, 1997
Covers WallStreet's assessment of the two companies.
Surfers fear revealing too much on Web, USA Today, March 27, 1997
A survey discussing fears from online users and what is being done (eTRUST
Smart Cards Get New Life As Net Ids, WebWeek, February 1997
Looks at the use of cryptography-enabled smart cards in the near future.
We Dust Moscow? Survey for Internet Security
This survey demonstrates the insecurity of the internet.
Reading Your Email, Fortune Article, February 3, 1997
This article looks at examples of the insecurity of the internet. It
makes recommendations regarding internal firewalls, moving firewalls and
Electronic Commerce, SGI
CyberCash Inc., payment
DigiCash Inc., payment example
Open Market Inc., payment
First Virtual Holdings Inc., payment
eShop, online retail example
L.L. Bean, online catalog example
Amazon.com Books, online retail
CD Now, online retail store example
Clothing Case, Florida State
Case, Florida State
Market a Web-site, Cybersolver Article, January 1997
This article gives an overview of this issues involved in promoting
a web presence, both on- and off-line.
Trust Your Search Engine?, CNet
Some excellent tips and examples of how to "work" the search engines and
how the search engines are "working" you!
Promote Business Web Sites, by Jim Rhodes
This article focuses on how search engines work.
House of Bikes Case, Florida State
For Global Electronic Commerce, December 11, 1996
Issues regarding implementing a truly global commerce system.
ISPs court marketers, Advertising Age, February 17, 1997
Looks at a business model for ISPs. Consumers get online for free, the
time is paid by marketers who sell advertisements on the service.
unlimited access bind, News.com, February, 1997
Looks at issues involved in using a flat-fee charge for unlimited access.
Advertising Effectiveness Study, HotWired, 1996
ads leave the concept of linking behindAdvertising Age, February
Looks at how consumers can interact with ads without leaving the host
Pop-Up Ads, WebWeek, March 1997
Discusses ads that appear when the browser navigates from one page to
Comes To Push, PC Week, February 1997
Looks at the marketplace for "push" technologies.
fortifies "push" lead, News.com, April 23, 1997
Examines PointCasts lead in push technology, also discusses a rating
system for the web.
Push Comes to
Shove, News.com, April 10, 1997
Looks at the players in the push market, distinguishes between technology
providers and content providers.
A Way Out Of
The Web Maze, Business Week , March 7, 1997
Cover story on the value of push technology on WWW, also looks at use for
intranets and has a focus on Point Cast.
Day The Browser Died, ZDNet, March 14, 1997
Discusses new standards that bring to question the longevity of the
PointcastPC Push, example
Digital's Microcommerce System, Digital article
As a microcommerce system, Millicent is designed to support purchases
costing fractions of a cent.
the case for the network computer, The Economist, January, 1997
Compares the advantages and disadvantages of the Network Computer and the
Panacea for computing?, News.com, March 21, 1997
Looks at NetPCs (Wintel), how they differ from network computers (NCs) and
Agent of Change, Andersen Consulting
How will intelligent agents change online retailing?
Commercializing of the
World Wide Web: The Role of Cookies, Project 2000 Vanderbilt
Discusses Cookies and their implications for web marketers.
cookie changesNews.com, April 22, 1997
Another look at the privacy issues as industry supports cookies.
tracking limits applauded, News.com, April 7, 1997
Looks at privacy issues with regard to cookie technology.
Netscape, Business Week, February 10, 1997
Looks at Netscapes meteoric rise, Microsoft's response and issues
for the future.
Syndrome, Upside.com, 1997
Looks at the founder of WebTV, Steve Perlman, and WebTV as a new medium.
Familiar Territory and Lawless Frontiers, Ann Branscomb,
for the Evolution of Cyberlaw, Kirsh, Phillips and McIntyre and
Return to main page