Low-Budget Online Marketing for Small Business

M. Wayne Cunningham is a past executive director of the Saskatchewan
Arts Board and the former director of Academic and Career Programs at
East Kootenay Community College.

Holly Berkley, an online marketing specialist and consultant, has
written a practical manual aimed at established businesspeople with low
budgets who wish to promote their products or services on the Internet.
The bulk of the book is devoted to detailed descriptions of the process
of online marketing, including audience targeting, creating effective
messages, generating free advertising, using emails, developing online
communities, using co-branding strategies, foraging through search
engines, purchasing traffic with banner ads, establishing good web
design, co-operating with the web developer, and recognizing the
ultimate power of the web. Each major topic is divided into accessible
subsections chock full of anecdotes, pointed suggestions, and brief case
studies. Relevant website addresses are provided along with worksheets
for translating theory into practice.

This well-organized, meticulously researched, and information-packed
book is an essential purchase for its intended audience.