Multiple Streams of Internet Income
By Robert G. Allen
John Wiley & Sons, 2001 - 279 pages

Multiple streams of Internet Income by Robert Allen is an excellent book for those considering starting a web based business or those interested in learning more about the world wide web and how businesses are marketing to them.  The world wide web is truly transforming the global economy despite what the stock market might be stating.  I would highly recommend this book for those not familiar with formal marketing strategy or those seeking to learn more about the Internet and various business opportunities available.  Some excellent marketing books/concepts quoted include The 22 Immutable Laws of Marketing by Al Ries and Jack Trout, Influence by Robert Cialdini, Permission Marketing by Seth Godin and Viral marketing “buzz marketing or word of mouth.”

The new economy is knowledge based and based on expansive communication networks that grow in importance as related groups/interested parties meet each other and conduct business.  Mr. Allen clearly understands this and I give him kudos for pursuing such an endeavor.

Here are the pros and cons of the books ….a personal opinion:

Pros:

1. The book is very broad and talks about sales, marketing and advertising, which is rare in such books
2. The book provides Allen’s example via his business.
3. The book was well written
4. Many excellent marketing books are quoted. 

Cons

1. This book is a sales pitch.  Mr. Allen clearly has “sales copy” experience which makes the book interesting but definitely somewhat misleading. He knows what he is doing and he has a VERY successful marketing / product track record.  He has customers that already know about him, have purchased his products for the last 20 years and others that are interested.  He doesn’t mention this in the book enough and marketing costs are a HUGE variable cost to businesses.
2. The book was written by several co-authors.  It seems as though Allen, in a rush to get the book out, heavily relied on so called “experts” within various parts of Internet Marketing.
3. He plugs various people’s products that are not that good.  I have perused many of these products and it is hit and miss.  Some are good and some are not so good.

My final thoughts on the book are this:  Read it.  It is worth the time for beginners.  For those seeking a wide exposure to marketing/advertising/sales in an Internet world it is well worth it.  There are some pitfalls though that I can’t overemphasize. 

Any business, irregardless of distribution channel, is a lot of work.  Internet businesses require hard work, lots of sweat, lots of perseverance, lots of testing, lots of learning and, for those interested, they can be very fulfilling opportunities.  If you are trying to make major money or simply pursue a hobby online via a personal website this book is worth reading.