"A lot of people have gotten the impression that the Internet boom is over," says Bredenberg, "but I think that's a lot of baloney. Internet business was never really about IPOs and venture-funded technology companies. There are thousands and thousands of us who have been using the Internet profitably since the mid-90s and are still doing so."

Bredenberg is a consultant who has been helping companies with Web marketing and communications efforts since 1995. In that year, he published "The Smart Business Guide to Internet Marketing," one of the first business-related e-books. In 1997, he started EmailResults.com (http://www.emailresults.com), a Web resource for permission email marketing that is now the top online marketplace for opt-in email lists and marketing services.

"Profitable e-Marketing: Success Strategies That Pay Off" focuses on Internet marketing strategies that have proven successful for many businesses of all sizes over the long run. E-marketing lessons Bredenberg has included in the book include:

• Email is one of the most important online marketing tools and should be integrated into all of a company's marketing efforts. Employing permission email marketing strategies will help businesses to use email profitably while avoiding consumer complaints.
• Users are often confused and frustrated by Web sites. To be an effective sales and marketing communications tool, a Web site needs to be designed with the user's needs in mind, incorporating the disciplines of usability and user-centered design.
• Little-known "guerrilla marketing" tactics can help a business create awareness in the online environment and can drive sales and profits. "Profitable e-Marketing" is packed with tips for driving Web traffic and reaching target markets.
• Technology for the sake of technology is a money- and time-waster. Companies need to avoid getting entranced by new online marketing technologies and schemes, focusing on proven strategies that can deliver value to the company's customers and core business.
• A "Web storefront" is not really a storefront at all. Web retailing has much more in common with catalog marketing. Online businesses should learn their lessons from traditional direct marketers and catalog retailers.
• Businesses need to get over the idea that e-marketing is free or cheap. Successful e-marketing requires expenditures of money and staff time, as well as persistence in following a well-designed marketing plan.
• New "viral marketing" strategies can help a company create self-replicating marketing messages that get passed along from user to user by Internet "word of mouth."

At 610 pages, "Profitable e-Marketing: Success Strategies That Pay Off" gives businesses a detailed blueprint for designing and implementing an integrated online marketing program based on time-tested methods developed by Internet entrepreneurs since the mid-1990s. The book includes practical tools such as must-do checklists, extensive charts and tables with actionable business data, ready-to-use planning forms, lists of best online resources for marketers, real-world case studies of successful (and not-so-successful) online marketing efforts, and step-by-step outlines of crucial marketing procedures.

Bredenberg's Web site at http://www.profitableemarketing.com provides details about the new "Profitable eMarketing" book and details for ordering. Buyers ordering the book at http://www.profitableemarketing.com can receive an autographed copy at a discount price.

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