Book Description
Make a killing on eBay and other online auction sites
With more than 50 million users in 27 countries, eBay allows even the busiest people to make money selling anything and everything. Written by one of the most listened-to experts on online auctioneering, How to Sell Anything on eBay . . . and Make a Fortune! is the consummate guide to becoming a successful online entrepreneur.
Using everyday language, it covers all the bases, from how to set up an account to sophisticated strategies for getting the highest bids and the happiest customers. Readers learn the best times of the week, month, and year to sell as well as how to:
- Phrase auction listings in enticing ways
- Choose the best categories and pick items that bring the best prices
- Push profits with sharper digital images
- Build credibility and positive feedback
- Set up a storefront website
- Deal with people who don't pay
Customer Reviews:
A Lot of Enthisuasm but Too Much Rah-Rah!.......2007-09-09
This is really a book to get you up to speed on the full range of eBay features. I got this book from my local library to checkup on how I'm doing on eBay, and see if I could improve results. The only thing I learned was a reminder to carefully write titles that increase search hits. The rest of the book tends to minimize or ignore the negatives about eBay while putting the best face on everything else.
For example, online sellers communicate in several venues such as Yahoo! Groups, to help each other sell more and solve problems (and many turn to Amazon Marketplace t oincrease sales with no up-front costs, and ease of collecting payments). One trend that has emerged in the last few years as opposed to early internet days is selling items in lots because postage and selling fees are too great on individual items, or because items just don't sell as well as they did in say, 2001. This book makes one passing mention of lots, on page 72.
The book also tends to subtly portray sellers concerned about eBay fees as a little off; some people seem to think people are growing rich off eBay tariffs is his basic argument. Well, Dennis Prince, more than a few sellers think that is very true! While he advises sellers to watch costs and minimize fees, and tells which he thinks are useful, if the reader doesn't pay attention to those sections he will have a lighter wallet listening to all the hype.
The book ignores sell-through rates, and sell-through rates in different categories, advising sellers to research past selling prices and to visit Vendio for online auction tools and statistics. Good advice before you decide to list a bunch of stuff from your attic that will never sell.
And that is the problem with this book. It's hype. The title itself "How To Sell Anything on eBay ... and Make a Fortune!" is consumerism and marketing disrobed. If Mr. Prince thinks he can sell anything on eBay, he is welcome to take my fifty worst items and have a go at them. A lot of items don't sell at all online, or don't sell quickly or profitably. You'd never know that from the title or through the rose-colored smog of corporate media marketing. Perhaps publisher McGraw-Hill should deflate this balloon and do a little down to earth editing.
Very little of substance.......2007-09-07
Promises a LOT more than it delivers; very basic information, padded with lots of "chatty" verbiage. It's particularly annoying that the author spills lots of ink telling you how he won't waste your time. Contains a few useful hints, which could have made a reasonable newspaper article, but not much more.
If You Know Your Way Around a Computer..........2007-01-25
This is not the book for you...or at least, that is how i felt.
I agree with the rating that said it was very drawn out...because it is. All i kept thinking was YAWN...when are we gonna get to the good stuff.
When I did arrive at the "good stuff"...for example how to title your listings, it was short, to the point and nothing enlightened me to something new.
Regret the purchase and hope that in the future the publisher will add that this is a very basic book for the beginner.
informative and valuable!.......2006-02-21
This book - if I ever have the time to USE it - will be a VERY VALUABLE item in my library!
How to Sell Anything on eBay...and Make a Fortune.......2006-01-15
It wasn't the best out there, but there was some ok tips in there.
If he was making a fortune on eBay, he wouldn't be writing this book he would be out on his yaht somewhere in the French Riviera. That is where I will be when my ebay store finally scores.
My store is almost 2 weeks old. I have made over $300 in sales and by years end hoping to add a few zeros to that number.
The thing is, I LOVE shopping on eBay, I love taking pictures, I love bargain hunting...and ofcourse passing on the savings to my customers and future customers. I have to be honest, some of the stuff I find, I like to much to sell and end up having to go for seconds. Then again, I love shopping, so this was totally up my alley.
I also have been a photo buff since I was 15, so I love taking pictures and editing them...it's like art work to me. I then get to share. I am still working on getting some more photo props and a tripod which will make life easier, and photography of merchandise more fun.
I am at an advantage, though; I live in NY so I have tons of wholesalers and manufacterers in this Metro area. It's just a matter of finding the right ones.
Right now, I am still in research phase. So far, so good.
Don't give up, if you like this sort of thing...it can really work for you. I am living it, right now and enjoying every minute.
You can check out how I added some of the tips to my store, and critics are welcomed.
www.stores.ebay.com/NYC-Trend-Setters-Outlet
Wish me luck and I wish you the same. Don't give up!!
Book Description
eBay is the world's #1 online shopping destination and can be a bit intimidating for first-time users. Thankfully, though, the latest edition of eBay For Dummies addresses all the issues a first-time or inexperienced eBay user will confront. Readers will be up to date in no time on the latest changes in the eBay interface, fee structure, and methods for buying and selling. Readers will quickly be on the path that makes bidding, buying, and selling the fun it should be!
A Reference for the Rest of Us!
- Author Marsha Collier is a recognized eBay expert, thanks to her bestselling books, appearances as an instructor at eBay University events, and appearances on NBC's Today Show, ABC's The View, and numerous print and radio interviews
- Topics include: getting a user name, making first bids, completing transactions, selling items, and what to do if anything goes wrong
- An ideal resource for everyone from corporate customers to mom & pop retailers, as well as individuals who are cleaning out their closets and garages
Download Description
eBay is the world's #1 online shopping destination and can be a bit intimidating for first-time users. Thankfully, though, the latest edition of eBay For Dummies addresses all the issues a first-time or inexperienced eBay user will confront. Readers will be up to date in no time on the latest changes in the eBay interface, fee structure, and methods for buying and selling. Readers will quickly be on the path that makes bidding, buying, and selling the fun it should be!
A Reference for the Rest of Us!(r)
* Author Marsha Collier is a recognized eBay expert, thanks to her bestselling books, appearances as an instructor at eBay University events, and appearances on NBC's Today Show, ABC's The View, and numerous print and radio interviews
* Topics include: getting a user name, making first bids, completing transactions, selling items, and what to do if anything goes wrong
* An ideal resource for everyone from corporate customers to mom & pop retailers, as well as individuals who are cleaning out their closets and garages
Customer Reviews:
eBay for Dummies.......2007-09-29
Excellent book and just what I wanted. It arrived quickly and in great condition.
Ok but incomplete.......2007-08-27
I read the Dummys Guide several months ago. Since then I have read a number of other books and watched the Dont Bid On It eBay video. I also read the Simplified Tips for ebay, Schills and Sharks, and several others. After going through everything I am ready to pass along my opinion. I will mainly compare and contrast the Dummys guide with my top choice.
The information in the Dummys Guide was outdated and incomplete. The information was good but there was a lot of important things that were left out. Pages are filled with cute cartoons instead of details ebay users really need. Lots of filler to make the book longer but when compared to newer books, the actual information was thin. It barely comments on snipe bidding but the like Don't Bid On It book(which is also available here at amazon), has a detailed article on snipe bidding plus a chapter on bidding strategies that explains how it works along with other bidding strategies. The Dummys guide only quickly mentions fraudulent sellers and feedback with little explination of how to check it. Dont Bid has an extensive chapter explaining how feedback really works, how to prevent bad buyers from leaving you negative feedback, how to use feedback to spot hijacked or fake accounts, a full chapter on feedback and how it works, it also has a full section on identifying honest buyers and what to do if you do have a problem with a buyer or seller, and much more than I can list here.
Did you know that any seller who says "I am not responsible for loss or damage if you do not buy insurance" is WRONG, they are legally responsible even if the buyer does not pay for insurance.
Did you know that if you select the wrong option when filing a PayPal complaint, your complaint will be automatically rejected and you will not be able to re-file? That is pretty important to know and both of these were in the Dont Bid book but not in Dummys Guide as well as many similar tips.
The Dont Bid book also has a demonstration video. Many of the pages in the Dummys guide were filled with explinations about what webpage to go to and what to do, it was much easier to see it demonstrated in the Dont Bid video than it was to read the step by step in the dummys guide. Some of the Dummy's Guide information was not useful, for example, they explain how to research a bidder by seeing when they return to re-bid every day, but in the Dont Bid book they explain that you should not be bidding against such an inexperienced bidder in the first place because that only runs up the price unnecessarily. By simply waiting until the last minute or using snipe software you can avoid this bidder running up the price. This was not part of the dummys strategy and as far as I can remember, that was the only strategy they had. The Dont Bid book had several bidding and several more buying strategies.
The Dummys Guide gives you enough information to get started on eBay, but not enough to trade safely or enough to buy/sell and obtain the best prices. The Dummys guide is not expensive so give it a read but dont use eBay before you read the Don't Bid On It series, only then will you really know how to use eBay safely and correctly.
Great beginning book.......2007-06-17
I hadn't done much with eBay before, so there was more explained in this book than what I had imagined eBay had. Very informative and easy to read.
Not only for Dummies...........2007-06-14
A Gotta Have book if you are planning on starting an eBay business in your home. Great reference for the experienced eBayer.
Great Buy.......2007-05-16
Great book for the beginner in Ebay buying and selling, I found it very informative.
Average customer rating:
- The just one english book for understanding geomarketing
|
Geomarketing: Methods and Strategies in Spatial Marketing (Geographical Information Systems series)
Manufacturer: ISTE Publishing Company
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ASIN: 190520907X |
Book Description
This examination of spatial theories of marketing covers geographic techniques used to solve common marketing problems and the geography of markets which focuses on various constituents, density of households, types of lifestyle, and spending patterns. Recommendations and analytical methods based on the studies from members of the French Society for Trenchless Technology are also included.
Customer Reviews:
The just one english book for understanding geomarketing.......2007-05-19
This compilation book is the just one writted in english for understanding geomarketing. Contains basic concepts, advanced models, and a lot of bibliography that is very useful for working and teaching. Very good.
Book Description
This book will show you how to become the next huge online success story
"Your goal as an Internet entrepreneur should be to have a presence on everyWeb-based marketplace where your customers and potential customers shop. In The Online Millionaire, I'll introduce you to the most popular online channels and reveal the tricks of the trade for excelling in these marketplaces.
"You'll learn the ins and outs of selling on eBay, Amazon.com, Yahoo!, Overstock.com, and other auction marketplaces. You'll also read about how to use search engines and comparison-shopping sites to attract customers and drive sales. Plus, you'll find out how to go about building your own professional e-commerce store, along with proven ways to make money promoting other companies on your site.
"While it is still the 800-pound gorilla of e-commerce, as you'll realize by the timeyou reach the final pages of this book, online entrepreneurs now have many other options to reach buyers beyond eBay. I'll show you exactly how to launch your own multi-channel online marketing empire, regardless of the types of products you sell. You'll discover how each online channel works, what it costs to sell there, how to get started, and what products sell best.
"So, let's get started on this journey to creating a thriving online business that can put your company front and center on all of the world's top e-commerce sites."
--From the Introduction
Customer Reviews:
Millionaire Breaks It Down.......2007-08-12
"The Internet is no longer an uncharted business frontier"... the first words I read.
The Online Millionaire is a how-to that zeroes in on this idea.
Serving up lessons on everything from eBay to building your own website author Amy Joyner backs up theory with stories from the front lines. Lacing each chapter with stories retold by online millionaires, Joyner's 101 approach (with sub-chapter headings like The Lowdown and How It Works) may not appeal to the Internet enthusiast, or anyone under the age of 16, but will be a breath of fresh air to the web-challenged. Joyner keeps it simple and paints with broad strokes . . . so for me - a member of the latter group, Millionaire helped break down the intimidating and self-imposed barriers I have towards the Internet. I couldn't build a website before reading this book and I probably won't anytime soon, but the curtain has been pulled and the mystery revealed.
A must-have reference.......2007-05-19
Don't let the word "Millionaire" scare you away from getting your hands on this book. When you are armed with the right knowledge, tools, and willpower, the possibilities are endless.
It is written by Amy Joyner. She previously wrote the book "The eBay Millionaire" and other numerous books. She also runs her own successful eBay business and has quite a history as a business and technology reporter.
If you are familiar with selling items on eBay and/or selling items from your own website, you will really enjoy the opportunities described in each chapter of this book. You'll be shown ideas of how to expand exposure for your business.
Amy presents information in an easy to follow layout and includes an Action Plan in each chapter. Topics range from auctions and other online marketplaces to the tools that are available to help you streamline your business.
You will also read two to three success stories within each section. I thoroughly enjoyed reading these and I will definitely refer to them again for inspiration. You won't feel alone when you learn how some current thriving businesses started out of necessity and with hardly any available financing. Amy does a great job relating the stories, including mine, which is the last story in the book about success with Affiliate Programs.
Think of this as a must-have reference... a road map to kick your business into high gear.
Book Description
A bold forecast of how the coming auction culture revolution will radically transform what, how, and why we buy
Visionary entrepreneur Daniel Nissanoff breaks the news that the eBay auction phenomenon is about to explode in a big new way, revolutionizing how all consumers-not just eBay mavens-do their shopping, not only online but offline as well. The big payoff of this revolution is for consumers: They will be able to "trade up" more often to buy the brands they most want by embracing a new norm of temporary ownership: We will be able to buy more of the things we really want, because we'll also be regularly selling off the things we no longer want or need. We'll be transformed from an "accumulation nation" into an "auction culture." Consider this intriguing fact: In the new auction culture, Manolo Blahnik shoes, a Louis Vuitton handbag, a Hermès tie, or a Bugaboo baby stroller will actually be the better deals.
As huge as eBay has become-it is now the tenth-largest retailer in America-it has only scratched the surface of the potential for online buying and selling. In 2004, only 5 percent of all those who had bought something on eBay had also sold something on the site. But that is about to change-dramatically. Nissanoff reveals that a massive growth of online auction "facilitators" is under way that will make buying and selling online so hassle-free, so reliable, and so lucrative that the masses of consumers who have stayed away will jump aboard. Most prominent among the facilitators are dropshops, where you can bring your goods for sale and they'll handle the whole auction and shipping process. Thousands of such locations have opened in the last two years; they will soon be as pervasive as Starbucks shops. And that's only the beginning.
Daniel Nissanoff, who is at the center of the revolution as the co-founder of one of the leading-edge facilitator companies, introduces the full range of services cropping up-dropshops, authenticators, refurbishers and repackagers, personal reselling assistants, and closet cullers, as well as a wide variety of online shops that lease products, such as the hottest designer handbags and the latest-model golf clubs. He also reveals how all consumers can take advantage of these services for optimal shopping satisfaction and how entrepreneurs can get in on the booming business opportunities.
Even as the auction culture offers consumers and entrepreneurs a wealth of new opportunities, it will also pose serious challenges for retailers and brand managers. Nissanoff analyzes the challenges they will face and presents an ingenous set of strategies companies can employ to turn the challenges of the auction culture to their advantage.
Nissanoff writes, "Temporary ownership means just saying no to second-best and letting yourself reach for the things that will thrill you over and over again-guilt-free." Readers, start your auctions.
Customer Reviews:
Should have been good, had it not been so self-serving.......2007-03-13
I'm really disappointed in this book. The overall premise was a solid one, that if you can buy (say) a DVD for $12, watch it, then resell it on eBay for $5, it really only costy ou $7. The author goes into some of the history and theory of secondary markets, why they work, and why they are important.
Unfortunately, I just gave you the whole book. He repeats the above 3-5 times a chapter for 10 chapters, and weaves in commercials for his own, drop-shipping company, claiming that only fools or hobbyists would consider selling things on eBay themselves. I wish this book had been worth the time or money it took to read it, as the topic is a fascinating one, but instead I feel like I was duped into reading a barely disguised brochure for the author's company. I cannot recommend anything about this book.
Great Book.......2007-01-20
Great book , passed it on to another seller. Its ok to buy stuff and when tired of it put i on ebay. Lots of good ideas
Auction Anyone?.......2006-06-22
Nissanoff shows the reader how the future will most likely be from electronics to despoable goods. No longer will people just through out thier old products-rather create a new source of income. Not just for the individual but for the corp. world as well.
Drop off Shops: Great idea if managed properly.......2006-05-23
The book makes a strong case for eBay drop off stores. I currently have one and constantly need to watch what we sell. There is money to be made if the items sold are the right ones, otherwise, you can fail quickly. Overhead can eat you alive if you don't watch your business closely. Nissanoff makes a strong case and I agree, they are great for the masses who don't want to sell on eBay, or don't know how, or are too busy or just get tired of storing boxes and shipping material at home. Selling on EBay is not hard, just cumbersome and time consuming. Drop off stores are one solution that makes sense. The book has a few new ideas and makes for easy reading.
Interesting premise, could have organized better.......2006-04-30
While the main ideas in the book are not novel or ground-breaking, the author sustains the reader's interest through a very simple, "anecdote" based narration and some observations. The discussion focusing on the specific domains of a wide variety of mediums ranging from thrift shops to the auction houses of the world is very interesting. So is the discussion on future value and opportunity cost. The excellent premise(s) of the book gets lost in somewhat a rambling organization of thoughts and anecdotes. There is seemingly no real transition from chapter to chapter, making the reading somewhat annoying at times. Other than that, a good read. One wishes the author abstracted the examples (all or most of the examples are from his own or his friends) to more well-put observations. Anyone who has read any book on the impact of E-bay will easily relate to the topics, but not necessarily gain very new perspectives.
Book Description
The Yahoo! Stores have grown into one of the largest online shopping destinations on the Web today. The nearly 20,000 Yahoo! Stores have a 71% reach among online consumers, the highest on the Web. Many of these stores have become so successful that they have grown from small 'mom and pop' or part time businesses into full time money-making ventures. A whole new set of skills and knowledge are needed to operate a Yahoo Store like a full time eCommerce business.
Succeeding At Your Yahoo! Business teaches you how to customize a Yahoo! Store using the basic elements of the popular web design program Dreamweaver, including architecting an eCommerce web site. It then takes three different types of Yahoo! Stores and deconstructs them, showing you how they are formed and how they sell the products or services they offer. There is also an entire section on how to position a Yahoo! Store, acquire customers, and retain those customers. Finally, the book will show you how to set up the necessary accounting and operations systems, and how to hire the staff necessary to successfully run your business.
Amazon.com Reviews
How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine.
The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards
Book Description
Written by four of the liveliest voices on the Web, The Cluetrain Manifesto is a spirited, original and wonderfully irreverent conversation that will challenge, provake, and forever change your outlook on the digital economy.
What if the real power of the Web lay not in the technology behind it, but in the profound changes it brings to the way people interact with business? And what if these changes were altering the nature of your company as profoundly as they have changed your markets?
WWW.CLUETRAIN.COM burst onto the scene with 95 Theses to ignite a vibrant and viral conversation, making hash of corporate assumptions about the nature of online business. Provocative, outrageous and wickedly smart, the manifesto has challenged executiues from Global 1000 companies to sign-on or risk missing a genuine revolution.
A rich tapestry of anecdotes, object lessons, parodies, insights and predictions, The Cluetrain Manifesto illustrates how the Internet has radically refrained the "immutable laws" of business -- and what business needs to know to weather the seismic aftershocks.
Customer Reviews:
A for ideas, D- for persuasion.......2007-09-27
This influential book lays out the reasons why companies need to replace corporate speak and marketing puff with online conversations. The reasons are compelling, but the way the authors make their case won't win them many converts. They go on the attack with scathing gusto, dismissing "Fort Business" as a bunch of obsolete buffoons and/or swindlers. Strangely, these buffoons and swindlers are the very people Cluetrain hopes to convert to an entirely new way of thinking.
Looking past the rhetoric, Cluetrain really does make some crucial points. Here are a few that stood out to me -
1. The control mentality of management doesn't work in a wired world where people and information are easily and instantly connected.
2. Companies pay too much attention to competitors and not enough to customers.
3. If companies did pay attention to customers, they'd discover that customers want "Authenticity, honesty, and personal voice ..." (p. 51) Companies mistakenly view customers as consumers instead of people. We don't exist to consume (hopefully).
4. "Positioning should help a company become what it is, not something it's not (no matter how cool it would be)." (p. 99)
5. You can't bluff about your company or products online. People will find you out.
6. The Web challenges formal corporate organizational structures. People can connect and collaborate with whomever they need to in order to get the job done. The Web values competence over position.
Of course, all of this was just as true before the Web. However, the Web has magnified their importance. Today, the penalties for ignoring the Cluetrain principles are stiff, and the rewards are huge, and in the years ahead - even more so.
For a gentler and more balanced assessment of conversations in business and the new marketing rules, try Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers and The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly.
A little dated now, but still right on.......2007-09-07
Cluetrain is an odd and irreverent book. The tone of the time was probably a shock to most readers back when originally published in 2001, and even still it upholds some wry quirkiness the authors were going for as they wrote about the future of the Web. Much has changed in the world of Web since the manifesto was released, and I'm certain, not all of it to the authors liking. The web has become much more corporatized, ecommerce much more like traditional commerce and online marketing shows some vast similarities to off-line marketing. The current web isn't quite what the authors anticipated!
But much of what the authors preach about the web being a conversation is still so very true. And amazingly, many businesses still have not figured that out. While business on the web may bear some resemblance to the off-line world, it's still a very different place. That's what Cluetrain is all about.
Cluetrain will help you understand that the same old processes and strategies that worked off-line for some many years, need not apply here. While there are many similarities, online and offline marketing operate very differently. The book will put you in the mindset to realize that marketing on the web can be done with new ideas, fresh strategies, and most importantly, on a person-to-person level. Throw the corporate play book away. It's time to build a new playbook entirely.
Markets are conversations.......2007-04-27
Having grown up with high-speed internet as an expected must have, this book serves as an interesting reminder of the days I have missed. Multiplayer games, cross-referencing product review on web forums, asking other internet users for advice on products, all the things that seem natural today are in many ways changing the rules of the marketing game, and Cluetrain is all about this dynamic: markets are conversations. Broadcast media is once again being replaced by an older strategy of person-to-person contact, instead of a one way marketing stream.
Some of the information is slightly outdated, some of the sections are plain wacky, but it's an interesting work nonetheless, especially if you're into marketing.
A manifesto for corporate communication in the Internet age.......2007-02-25
Reading the "Cluetrain Manifesto" today is like reading an historic document. The book fuses the countercultural ethos of the 1960s with the go-go business dynamics of the 1990s. Written during the height of the Internet boom, the authors forecast the end not only of corporate marketing, but of traditional corporations altogether. They predicted a transition to an Internet-enabled marketplace of bartering and bantering individuals. The book's pages contain a wealth of overstatement, hyperbole, and provocation (as many have already noted). The flurry of lawsuits based on offhand email (`evidence mail') which emerged after the Internet crash have reemphasized the need for the caution and disclaimers to which the authors so passionately objected.
The basic message of the book remains fresh and contemporary, however. "Markets are conversations." Corporations should encourage those conversations, not inhibit them. It's clear that many corporations still haven't gotten the point. Some companies still require that customers sign pointless non-disclosure agreements to talk with their representatives and other customers about their products. Other companies treat their websites like big, glossy advertising brochures instead of centers of community. Still others issue the bland and senseless press releases derided by the Cluetrain Manifesto to their customers, leaving bloggers to read between the lines and to speculate about what's really going on inside the company.
But some of the largest corporations have clearly gotten the message--or at least a tempered form of it. The best way to cultivate loyalty and confidence among consumers is to become more transparent by allowing conversations to take place not simply between consumers and public relations representatives, but between people working with products and people designing those products. Microsoft's Channel 9 is a good example of a corporation sponsoring an online community that connects individuals to individuals. While this kind of marketing will doubtlessly always be somewhat messy and make some P.R. folk uneasy, it's far more effective than the business-as-usual approach of issuing sanitized press releases to an anonymous group of `consumers.' For the wakeup call that communications between human beings should take place in human voices we are still in these authors' debt.
outdated .......2007-01-03
Good Overview of where things are coming from and a good couple insights. Concepts are not outdated but some of the information is.
Book Description
The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.
Customer Reviews:
Excellent Analytical Framework.......2001-02-06
Digital Marketing is a nice alternative to the current array of e-Business and marketing texts, which typically include anecdotes and pithy comments but little substantive information. The book is a nice balance of good writing and supporting data. The format, which entails having a different leading B-school professor author each chapter, makes the book especially interesting and information packed.
Definitely a text to read if you are looking for actionable information.
Scott Pope, Senior Analyst, Delphi Group
Excellent Analytical Framework.......2001-02-06
Digital Marketing is a nice alternative to the current array of e-Business and marketing texts, which typically include anecdotes and pithy comments but little substantive information. The book is a nice balance of good writing and supporting data. The format, which entails having a different leading B-school professor author each chapter, makes the book especially interesting and information packed.
Definitely a text to read if you are looking for actionable information.
Scott Pope Senior Analyst Delphi Group
Book Description
On any given day there are more than 28 million items listed for auction at eBay, the world's largest online trading community. Almost $34 billion worth of merchandise, in more than 1.4 billion individual auctions, was traded over eBay during the year 2004; that's $93 million a day, or more than $1,000 every second. At the end of 2004, eBay had more than 135 million registered users - more than double the number of users just two years previous.
The first two editions of this book were best-sellers, so it's only natural we would update this great book to reflect some of eBay's most recent upgrades such as: eBay Stores, Half.com, and Trading Assistants.
Download Description
On any given day there are more than 7 million items listed for auction at ebay (www.ebay.com), the world's largest online trading community. At the end of its last fiscal quarter, ebay had 49.7 million registered users, more than double the number of users just two years previous. It is estimated that $9.3 billion worth of merchandise, in more than 423 million individual auctions, was traded over eBay during the year 2002. To an absolute beginner, using eBay can be an intimidating experience. What do you need to do to participate? How do you place a bid? What do you do when the auction is over? Can you really trust the auction seller? Potential buyers and sellers need a book that takes them step-by-step through the eBay auction process and helps them become more successful over time. That book is this book: Absolute Beginner's Guide to ebay. Also included is information of value to ebay users wanting to make the jump to power-seller status.
Customer Reviews:
EXCELLENT!.......2007-07-15
This book is even better than expected! Product was well-packaged and shipped immediately. Recommend this seller and product highly
eBay Introduction.......2007-05-26
Reference: Fourth Edition
As an introduction to eBay, I found this book to be most helpful to a first time user of eBay. The index section added to the value of the text. The "special elements" such as "Note" and "Caution" were a nice bonus.
Great reading for beginners ........2007-02-21
Since I was a beginner when I started to read this book now that I finished it I feel more confident at ebay it touch every area of ebay from registering to buy and sell, listing, shipping and a lot more, I even started to sell my first two items one of them I already got a bidding, anyway, if you are a real beginner you can't go wrong with this book.
Well now that I finished it I'm gonna sell it on ebay see ya there and happy bidding.
the best of the bunch.......2005-08-02
I have a few books on ebay and this one is the easiest most user friendly book i have encountered. Love the cartoons and the bit of tongue-in-cheek fun along the way. It is well organized and actually fun to read.
Absolute Beginner Guide to E Bay by Miller.......2004-03-11
This is an excellent reference guide if you intend to sell or
purchase anything of substance on the Ebay system. A knowledge
of the world-wide web is presumed. The work teaches how to
register, the dynamics of listing fees, use of Ebay software,
winning bids, billing for buyers/sellers and a host of other
technical issues too numerous to list here. Ebay is a forum
for selling anything from art to tickets to health care products.
A strength of the Ebay system is that the auctions are timely.
They bring together buyers and sellers in a highly competitive
bidding scenario. The use of Ebay can benefit both buyers and
sellers; however, it is important to understand the considerable
protocols in order to use this system optimally. I've purchased
relatively new products at 25% of the original purchase price.
Before you can do anything like that, it is necessary to understand the search engine available at Ebay, as well as
the timing of auctions and related protocols.
Average customer rating:
- A good read
- All you want to know on e-consumers, commerce, and business
- A fast-track guide to predicting web success!
- Too easy to read
- Too easy to read
|
Now or Never: How Companies Must Change to Win the Battle for Internet Consumers
Mary Modahl
Manufacturer: Collins
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Binding: Hardcover
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ASIN: 0066620120 |
Amazon.com
The hype and market valuations surrounding certain Internet stocks may lead one to conclude that the e-commerce race is over--or nearly so. Clearly, the Internet has caught traditional companies off guard, giving the more nimble dot coms a huge head start. But the race is far from over, says Mary Modahl, a vice president at Forrester Research. In Now or Never, she argues that we are in the first year of a "ten year transition in the way consumers shop and save," and that winning in the Internet space not only requires identifying consumers that are most likely to take their shopping online, but exploiting the new and different business models made possible by online commerce.
Modahl believes that conventional demographics, which segment populations according to their income and education, is a poor predictor of online behavior. As an alternative, she advances Forrester Research's work on "technographics," which measure consumers' attitudes toward technology. Forrester has found that 52 percent of the population is optimistic about technology and is "marching happily towards online shopping," and she shows how companies can better target their marketing strategies to meet this growing legion of consumers. In addition, Modahl considers the "post-Internet competitive environment," which she thinks will be "far more fluid and responsive to changes in supply and demand." Using examples of traditional industries that have had their business models turned upside down by Internet economies--newspapers, travel agencies, and brokerages--Modahl offers ways that the old guard can better cope with technology change, channel conflict, and their own inertia toward this new marketplace.
Well written and presented, Now or Never is a concise distillation of Forrester Research's approach to e-commerce. Anyone whose livelihood is connected to--or threatened by--the relentless march of the Internet would do well to read and consider this book. --Harry C. Edwards
Book Description
The battle for the 21st century is now clear: inside, traditional brick and mortar companies are digging in for the fight of their lives; outside, a tightening circle of dot.com upstarts threaten to transform every feature of the economy. Is the war over already?
Mary Modahl thinks not; instead, she anticipates that the coming five years will be decisive--which is why companies that want to stay alive and thrive must act Now or Never.
The key to success in the brave new world of e-commerce is a deep and nuanced understanding of how consumers think about and use the Internet. Forrester Research--the world's most respected technology research firm--has developed that understanding in a groundbreaking model of consumer behavior called Technographics. For the firsttime ever, Now or Never shares the Technographics model with business people outside Forrester's exclusive client list.
Built on interviews with more than 250,000 Americans, Technographics divides consumers into ten sharply identified segments based on differing attitudes toward the Internet. That means each segment will use e-commerce in a different way and dive into buying on-line at a different pace.
Using Technographics, businesspeople--from companies that are small or large, established or brand new, traditional or dot.com--will be able to plot a well-reasoned, robust Internet strategy.
Beyond Technographics, the book also identifies and explains the startling, counterintuitive new business models that drive competition on the web. Now or Never introduces the concept of Dynamic Trade, a term that Forrester coined to describe the disruptive new way business gets done on the web.
With engaging prose that is chock-full of real stories, Modahl describes how Dynamic Trade changes the balance of supply and demand, requires companies to ramp up to scale faster ever, and zeroes out marginal cost.
As the battle for Internet dominance reaches a crisis, Now or Never stands apart. Written by a straight-talking business practitioner who knows and understands the Internet as well as anyone working today, this groundbreaking book confronts the most pressing business issue of our time with reasoned answers to the questions on the mind of every informed executive:
When will the Internet change the way I do business?
Why is the Internet transforming everything about the economy and competition?
How exactly will my industry and company change, in terms of customers, competitors, cash flow, and the bottom line?
AND
What should I do about it right now?
Customer Reviews:
A good read.......2006-02-21
The next few years, will be extremely important for deciding the loyalties of Internet consumers. Companies that don't transition to the Internet when their customers do, will be left behind. The first step is to when your customers will transition to the Internet. To this end, the author outlines a method called Technographics, developed by Forrester Research, that categorizes customers based on their attitudes towards technology. This method allows you to know how many of your customers are online, how many will be online soon, and how many may never be online. Technographics classifies consumers based on three factors that influence buying behavior:
1. Attitude towards technology: is the consumer optimistic or pessimistic about using technology?
2. Income: The amount of money consumers have to spend strongly influences online behavior.
3. Motivation to use technology: Beyond comfort with technology, how motivated is the consumer to use it?
After you have determined when and how your customers will get online, you must develop a strategy for reaching them. Whether your customers are early adopters of the Internet, reluctant users in the mainstream or low-income consumers who will probably not be able to become frequent online purchasers, you must detail your marketing strategies in order to reach them. In Internet terms, this means that you must go where they go online, and advertise to them there.
It is also necessary to understand the ways in which the Internet is actually transforming the markets. The author calls this new environment Dynamic Trade. Dynamic Trade occurs as markets become more fluid and responsive to changes in supply and demand. Prices are able to fall to their competitive point faster in response to demand. Companies must be able to keep up with the markets in order to survive.
All you want to know on e-consumers, commerce, and business.......2002-11-15
Internet is disturbing the "old economy", but we do not always understand what and where are the changes and how we can move to get a chance to compete in this new environment. Another question is about the urgency to take action.
Now or Never is Mary Modahl's answer. She wants to convince us that each company needs to define its own Web strategy to keep contact with consumers.
In Information Age, customers are more than ever at the centre of each organization, and a preliminary is to understand them to be able to serve them products and services they want. Marketing people are using classical segmentation tools to do the job, but these one are no more valid to explain consumer's attitudes on the Web. It's why the author is sharing with us technographics segmentation developed by Forrester research. Aside income, two new dimensions are introduced: consumers' attitude towards technology and motivation to use this technology. Technographics divides consumers in ten different groups from early Internet adopters as "Fast Forwards" to "Laggards," people who will be very late or never buying on Internet. Knowing this consumers segmentation is a base to develop an adapted marketing approach and to develop a pertinent Web strategy. But it also gives confidence to every organization, when we learn that Internet mainstream customers are still buying outside Internet and will represent the real challenge and opportunity of coming years. That means it's not too late to define a Web strategy to gain Internet know-how and be ready for the arrival of these mainstream customers.
But knowing e-consumers is not enough to understand all the challenges on the Web. Internet environment has its own rules and more transparency implies an increasing apparent supply with correlatively pressure on prices leading at the end to prices responding to demand. Forrester calls this environment Dynamic Trade, which requires Internet businesses to scale up fast with huge investments in marketing and technology to gain a necessary critical mass. It's a big change compared to industrial age economic conditions as we find there a typical Information environment presented by Carl Shapiro and Hal R. Varian in their book Information Rules where you need to invest importantly before arriving to marginal cost near zero. It also explains why start-ups needed so much money from venture capitalists to set up their businesses.
If the first message we received is that moving to the Web is demanding important investments, we discover later that start-ups are creating a new revenue mix by focusing on new customers, new value, and new pricing structures, which undermine traditional revenue streams. Mary Modahl is illustrating this strategy by well-presented experiences she got in classified advertising, travel agents, and brokerage business environments.
Dynamic Trade being so open to competition, is it possible to build some competitive advantage? The answer is yes through experiential branding, physical distribution control, and consumer information leverage. This part of the book is important because it shows how organizations can built a competitive advantage on the specificities of Web environment. We do not often see such ideas so clearly developed.
But are traditional companies able to move to this new environment? The answer is also yes if they are able to defy the gravity of the old ways of doing business. First, the attitude towards technology must be changed. Because of importance of technology choices to gain market share, technology must be integrated in a "Whole View" including marketing and business strategy. It's also necessary to use the best technology and to integrate new technologies, which are ripe for consumer markets. That means that technology managers need to move from a mission critical to a mission re-defining. Traditional companies need also to solve their distribution channel conflicts to have chance to enter the Internet market space. Mary Modahl is explaining there that they have no choice and is developing in her book a strategy to solve distribution channels conflicts. Finally traditional companies need to find the best organization to move to the Web. Three different strategies: wholesale transformation, risk balancing, and venture capital participation are presented with sound examples.
But the final word is that winners to gain the battle for Internet customers can be among either start-ups or traditional companies if they have the will to win.
Mary Modahl's book is a well written, easy reading contribution to understand the Web environment and is going much further than how to win Internet consumers with a complete set of strategies for start-ups as for traditional companies. Mary Modahl's own experience is also adding to the interest of this book, which is illustrated all along the pages with pertinent examples taken in real life.
I can only recommend this book to every executive, who wants to be part of the "New Economy".
A fast-track guide to predicting web success!.......2001-01-03
An easy read, but contains some keys to understanding your customer base, and better yet, predicting who will actually purchase product off your website. This book, combined with your understanding of your customers, could save you a lot of wasted time and energy going after the wrong customer segment, or putting up content that is inappropriate for the people visiting (or not visiting) your website.
The best e-Commerce book I've read, a must read for anyone in charge of setting e-Commerce strategy. Nice going, Mary!
Too easy to read.......2000-10-06
This book is easy to read on the beach. However, it doesn't contain any new information. Regular readers of the business section of a newspaper know many similar examples described in the book. If you have attended once a marketing class, you should know the rest. This book is intended for people knowing nothing about marketing or e-commerce.
Too easy to read.......2000-10-06
This book is easy to read on the beach. However, it doesn't contain new information. Regular readers of the business section of a newspaper know many similar examples described in the book. If you have attended once a marketing class, you should know the rest. This book is intended for people knowing nothing about marketing or e-commerce.
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How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
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