Welcome
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CatalyzNet
Version française
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Bookstore and library
This part of our site enables you to have access to books related to the various
aspects of marketing.
For the moment, the choice of books covers the following categories:
 | General Marketing: reference books to refresh
the basics of strategic marketing. |
| Marketing research: to get the best cards in hand to
investigate the market (competitors, surveys design, ...). |
| Internet Marketing: to get the best
information to implement an efficient marketing on the Web. |
So that you may be able to order directly the books you are interested in, we
are currently negotiating a partnership with the online bookstore Amazon.
General Marketing
| Kotler, Philip. Marketing Management: Analysis,
Planning, Implementation and Control, 9° ed. Englewood Cliffs, NJ, USA.
Prentice Hall. 1996
Our advice: 
Definitly the bible of marketing. THE reference book, for beginners as well as for
confirmed professionnals. With examples almost exclusively american.
|
| Kotler, Philip, Bernard Dubois. Marketing
Management, 9° éd. Paris. Publi-Union. 1997
Our advice: The French edition of the above,
whith franco-european examples.
|
| Forrest, Edward, Richard Mizerski. Interactive
Marketing : The Future Present. Lincolnwood, IL, USA. NTC Business Books.
1996.
Our advice: A book not only about Internet
marketing, but also about modern marketing techniques.
|
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Recherche Marketing
| Churchill, Gilbert A. Jr. Marketing
Research, Methodological Foundations, 6° ed. Fort Worth, Texas, USA :The
Dryden Press. 1995
Our advice: The reference book by excellence
about marketing research, very complete as far as methodology is concerned, but sometimes
a bit too theoretical.
|
| Lehmann, Donald R., Sunil Gupta & Joel H. Steckel.
Marketing Research. Reading, Mass, USA : Addison-Wesley Publishing Co. 1998.
Our advice: A second reference book, more
pactical than the previous one, with many examples and illustrations.
|
| Lescher, John F. Online Market Research. Reading,
Mass, USA : Addison-Wesley Publishing Co. 1995
Our advice: This book enables to use online
marketing information sources and gives good addresses. However, it is focussed on online
databases, payservices, not always available through Internet. |
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Marketing Internet
| Dufour, Arnaud. Le Cybermarketing.
Paris : coll. "Que sais-je?", n° 3186, Presses
Universitaires de France 1997.
Our advice: A quick introduction in French on
Internet marketing.
|
| Sterne, Jim. World Wide Web Marketing :
integrating the Internet into your marketing strategy. New York, USA : John
Wiley & Sons, Inc. 1995.
Our advice: Although three years old, this book
is one of the best reference books for the implementation of Internet marketing.
|
| Wagner, Corinne. Marketing Opportunities on
the Internet. Lausanne : Cahier de recherche IUMI, Ecole des HEC. 1996.
Our advice: An excellent research work, pertinent
and to the point, which analyses the various categories of site one can design.
|
| Elderbrock, David, Nitin Borwankar & Leslie
Lesnick: Building Successful Internet Businesses : The Essential Sourcebook for
Creating Businesses on the Net, IDG Books Worldwide, Sept. 1996.
Our advice: A good way of learning through
others' mistakes. Very practical. With a CD-Rom.
|
| Nemzow, Martin: Building Cyberstores :
Installation, Transaction Processing, and Management, Computing McGraw-Hill, Mai
1997.
Our advice: One of the most practical books, but
destined to advanced users. Very realistic, because not influenced by the "Web
fashion".
|
| McComb, Gordon: Web Commerce Cookbook,
J. Wiley & Sons, Déc. 1997.
Our advice: As indicated in the title, an online
commerce recipe book.
|
| Lescher, John F. Online Market Research.
Reading, Mass, USA : Addison-Wesley Publishing Co. 1995
Our advice: This book enables to use online
marketing information sources and gives good addresses. However, it is focussed on online
databases, payservices, not always available through Internet.
|
| Janal, Daniel S. Online Marketing Handbook
: How to Sell, Advertise, Publicize, and Promote Your Products and Services on the
Internet and Commercial Online Systems. New York, USA : Van Nostrand
Reinhold. 1995.
Our advice: An almost too complete book, however with a few good
recipes. A little outdated.
|
| Angell, David & Brent Heslop. The
Internet Business Companion. Reading, Mass, USA : Addison-Wesley
Publishing Co. 1995.
Our advice: Basic, but interesting.
|
| Ellsworth, Jill H. & Matthew V. Ellsworth, 1995. Marketing
on the Internet : Multimedia Strategies for the World Wide Web. New York, USA
: John Wiley & Sons, Inc.
Our advice: A good book about the possibilities
of Internet for companies. However, we prefer Jim Sterne's book published at the same
period.
|
| Forrest, Edward, Richard Mizerski. Interactive
Marketing : The Future Present. Lincolnwood, IL, USA. NTC Business Books.
1996.
Our advice: A book not only about Internet
marketing, but also about modern marketing techniques.
|
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