In Search of Stupidity: Over Twenty Years of High Tech Marketing Disasters, Second Edition

Book Description

In Search of Stupidity: Over Twenty Years of High-Tech Marketing Disasters, Second Edition is National Lampoon meets Peter Drucker. It's a funny and well-written business book that takes a look at some of the most influential marketing and business philosophies of the last twenty years. Through the dark glass of hindsight, it provides an educational and entertaining look at why these philosophies didn't work for many of the country's largest and best-known high-tech companies.

Marketing wizard Richard Chapman takes you on a hilarious ride in this book, which is richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now-famous meetings and events), In Search of Stupidity, Second Edition examines the best of the worst marketing ideas and business decisions in the last twenty years of the technology industry.

The second edition includes new chapters on Google and on how to avoid stupidity, plus the extensive analyses of all chapters from the first edition. You'll want to get a copy because it

Features an interesting preface and interview with Joel Spolsky of "Joel on Software"
Offers practical advice on avoiding PR disaster
Features actual pictures of some of the worst PR and marketing material ever created
Is highly readable and funny
Includes theme-based cartoons for every chapter

Download Description

In Search of Stupidity is National Lampoon meets Peter Drucker. A funny and well written business book that takes a look at some of the most influential marketing and business philosophies of the last twenty years and, through the dark glass of hindsight, provides an educational and vastly entertaining examination of why they didn't work the for many of the country's largest and best known high tech companies. Make no mistake; most of them did not work.

Richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time, marketing wizard Richard Chapman takes readers on a hilarious ride through the last twenty years. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now famous meetings and events), In Search of Stupidity is a no-holds-barred look at the best of the worst hopeless marketing ideas and business decisions in the last twenty years of the technology industry.

"The history of marketing and technology is riddled with cautionary stories that stick up like dung covered punji sticks. Read this, and avoid stepping on one."
Jeff 'Hemos' Bates
Director OSDN Online
Exec. Editor Slashdot.org

"Rick Chapman knows where the bodies are buried -- when most people have forgotten there was even a murder. This history of tech marketing disasters is well-written, enjoyable, and gets its facts straight."
Jonathan Angel
Senior Editor, West Coast
Adweek's TECHNOLOGY MARKETING magazine

"In Search of Stupidity: Over 20 Years of High-Tech Marketing Disaster" gives us an amusing (and sometimes embarrassing) array of anecdotes of how far we've come (and not come) in high technology, as well as the path we've tread along the way. This is a fun read, with many invaluable lessons."
Brenda Bennett South
Vice President
Weber Shandwick

"In Search of Stupidity is an invaluable history lesson in how to avoid monumental marketing mistakes that are unfortunately common in the software industry. Perhaps caused by the lack of institutional knowledge Rick points out that is caused by the youth of the industry, the only thing that would be stupid now is to not read the book! If you don't do it for your career, do it out of fear that Rick will highlight you in a sequel!"
Alyssa Dver
BusinessWeek special sections contributor

"'In Search of Stupidity' is a delightful and deceptively useful chronicle of what went wrong in the high-tech industry. Having followed many of these companies and products over the years, I'd often wondered why such smart people made such weird choices. Rick Chapman has many of the answers. Anyone who has ever yelled at the computer screen will enjoy this book."
James Fallows
Former editor in chief of US News and World Report and a regular writer for The Atlantic.

Customer Reviews:

Computer marketing explained in an entertaining way.......2007-05-27

As a techie, I find most marketing books boring. This one was lively enough to keep me interested. The author uses plenty of hyperbole and sarcasm, so it's sometimes hard to tell fact from opinion, but in general, his analyses ring true.

A grim, but highly instructive and entertaining story.......2007-04-04

I have been in IT since '79 and have seen all the companies Rick talks about come and go. The errors that were made, and still -are- made are mind boggling. All these proverbs about history repeating itself? They are right, when you don't learn from mistakes!

Reading what you already know but didn't realise.......2007-03-08

What I liked most about this book that it puts a lot of known "history" in perspective, especially with regards to Microsoft.
The author puts a lot of humor into this book and understands how to put things into perspective. I do hope that there will be a third revised edition in the coming years.

It's for anyone in marketing.......2007-02-08

The book is well-done and has some of the best software anecdotes... and discussions of marketing... that I have read in quite some time. I'm not in the software biz, but i have always been fascinated by it... and how its personalities can enhance, and in the cases you cited, undermine what are often very good products. I have been a marketer all of my career, and i felt that the paragraph on p 276 starting with "And then an awful realization..." was one of the best descriptions of what B2B marketing managers face and how difficult marketing management can be that i have ever encountered. I recommend the book highly for both entertainment and for marketing insights.

New, updated edition of a classic.......2007-01-15

This is the second edition of Merril R. Chapman's best-seller In Search of Stupidity. To the first edition's collection of episodes of strategic blunders, marketing disasters and outright hubris on part of various high-technology companies during the 80's and the 90's, the new edition adds a few notable episodes. Companies listed include: IBM, Digital Research, Apple, Microsoft, MicroPro, Ashton-Tate, Siebel, Borland, Intel, Motorola, Google, Novell, Netscape, and various dot-coms from the Internet bubble times.

Apart from being a fun and enjoyable read, In Search of Stupidity is also a valuable resource for high-tech entrepreneurs, marketers and geeks wanting to turn their technical prowess into a profit. There's nothing like learning from the mistakes of others in order to avoid repeating them, and one of the merits of this book is that it does not limit itself to making fun of clueless companies, but extracts and digests from their tales a number of immediately useful advice.

So you can expect to learn how to avoid the same sort of positioning mistakes that doomed MicroPro, how not to inimicate the developer community that constitutes the lifeblood of your products, like Ashton-Tate constantly did, how to avoid damaging your relationships with the press, and many other useful tidbits. In this respect, the Stupid Analysis chapter at the end of the book is especially useful, in case you missed some of the more subtle lessons that were contained in the narrative presented in previous chapters.

In summary, this books is valuable both to entrepreneurs and managers, and to geeks who want to enter marketing, management or start their own company. Even if you are content with keeping a purely technical role, should you start recognizing the signs of stupidity on part of your company, you could at least be prepared to polish up your resume.

To be honest, it could be argued that some of the most egregious screw-ups described in the book were, at least in part, due to sheer bad luck, and that hindsight is always 20/20. Still I think that the stories told here teach some extremely valuable lessons. External circumstances alone cannot account for all that happened; it takes much stupidity and arrogance to turn unfavorable events into total disasters.

If you want to be picky, there is a couple of instances where the message of the book sounds a bit off. The first one can be found in the story of Google's fight with [...] over the issue of privacy, and its supposed bowing to the censorship imposed by the Chinese government. You can argue how much you like that Google acted stupidly in these circumstances. Its behavior might have tarnished its ethical image--"Don't be evil", remember?. However, it doesn't seem to have affected Google in any serious way; few people remember the episodes and Google is going as strong as ever. Compared to the other examples found in the book, this is a case of very mild stupidity, if at all, and it looks like Chapman seriously wanted to pick on Google but couldn't find any real damning evidence.

The second point is in chapter 12, The Strange Case of Dr. Open and Mr. Proprietary, where the author traces the beginnings of the Free Software movement to the first hackers who started out by illegally copying Microsoft's Altair BASIC. If one didn't know better, one might start to think that Free Software pioneers were just a bunch of freeloaders, if not thieves. In the rest of the chapter, however, Chapman makes it abundantly clear that the only example of stupidity, in this case, can be found on the side of proprietary companies who failed to understand the Open Source/Free Software movement and its effect on the software industry.

To sum it up, In Search of Stupidity is a very good book, especially if you missed the first edition. Five stars are well deserved.

eBay the Smart Way: Selling, Buying, and Profiting on the Web's #1 Auction Site, Second Edition

Average customer rating:

Helpful, Concise, Complete, Needed
Not for the serious user
Tons of information for newcomers and oldies
Look elsewhere first
Ho Hum

eBay the Smart Way: Selling, Buying, and Profiting on the Web's #1 Auction Site, Second Edition
Joseph T. Sinclair
Manufacturer: American Management Association
ProductGroup: Book
Binding: Paperback

Strategy & Competition | Management & Leadership | Business & Investing | Subjects | Books

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Similar Items:

Ebay Business the Smart Way: Maximize Your Profits on the Web's #1 Auction Site (Ebay Business the Smart Way)
eBay For Dummies (For Dummies (Computer/Tech))
Ebay Photography The Smart Way: Creating Great Product Pictures That Will Attract Higher Bids And Sell Your Items Faster (Ebay Photography the Smart Way)
Building Your eBay Traffic the Smart Way: Use Froogle, Datafeeds, Cross-Selling, Advanced Listing Strategies, and More to Boost Your Sales on the Web's #1 Auction Site
The Official eBay Bible

ASIN: 0814471188

Book Description

It's STILL the world's largest marketplace: eBay! And now with the thoroughly updated second edition of EBAY THE SMART WAY, both buyers and sellers get the inside scoop on nearly a dozen new features. With a special emphasis on sellers, all the updated basics are still here, showing how to:

* Follow the steps and rules for offering a product for bid
* Plan and schedule auctions for maximum profits
* Prepare pages, text, links, and photos that will work seamlessly in the digital marketplace
* Establish credibility--the heart and soul of success on-line
* Create a responsive approach to customer service.

Readers also get detailed info on the hottest new features:

* ID Verify (authenticates a user's identity)
* eBayMotors.com (a separate, national vehicle auction)
* AutoTrader (a national vehicle "classifieds" spot)
* Local auctions (by metro area regions)
* Business to Business (specialty auction for nonconsumer goods
* Half.com (fixed-price transactions for certain used goods)
* Great Collections (a place to sell expensive art and artifacts)
* BillPoint and PayPal (credit card transactions for eBay auctions)
* Square Trade (mediation services for disputed transactions)
* eBay Anywhere (using small digital devices to access eBay) and much, much more!

Customer Reviews:

Helpful, Concise, Complete, Needed.......2006-11-06

An excellent book for E-Bay sellers (or buyers) -- a fine listing of almost anything you can think of to sell, and the approx price of them. I found it to be very useful for my e-bay business.

Not for the serious user.......2006-01-17

but then again, what other kind of user wld attempt such a big book?

it's very very vague, even for a beginner.

Tons of information for newcomers and oldies.......2006-01-06

This book is packed full of information for anyone who uses ebay. Buyers and Sellers, they've got everything you will ever need to know in here. I would recommend this book if your needing some extra cash and you are going to use ebay. This book will show you how to milk the most out of ebay and attract more members. It will show you how to get the word out, make your auction look more professional, and tons of do's and dont's of ebay.

Look elsewhere first.......2005-04-02

An average book. Does not contain any information that the other books don't contain. I recommend looking at other eBay books instead of this one. An overuse of white space makes this book very big.

After reading the top eBay books, below are my recommendations:
---Beginner with eBay and computers---
1. The Official eBay Bible

---eBay Seller---
1. Sell it on eBay
2. eBay Hacks

---Full-Time eBay Business (not for the casual seller)---
1. eBay Strategies
2. eBay Business the Smart Way

Ho Hum.......2005-01-29

Very basic information. This book is for the beginner just learning the ropes about eBay. If you have been using the site for some time now, then you know just as much as whats in this book.

The resources for sellers to find "wholesale" products were terrible. The sites basically sell junk or overpriced refurbs.

Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials)

Average customer rating:

A Must Read

Total E-mail Marketing, Second Edition: Maximizing your results from integrated e-marketing (Emarketing Essentials)
Dave Chaffey
Manufacturer: Butterworth-Heinemann
ProductGroup: Book
Binding: Paperback

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Similar Items:

Email Marketing By the Numbers: How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level
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Permission Based E-mail Marketing
Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns

ASIN: 0750680679

Book Description

E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the authors successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including:

* Planning effective, integrated e-mail campaigns and e-newsletters
* How to rapidly build a quality house list and select the best tools to manage it
* Ethical and legal constraints in a fast-moving sector
* Design and write HTML and text format e-mails for maximum response
* Getting through the SPAM filters to maximize deliverability
* Targeting, personalizing, measuring and improving e-mail campaigns
* Integrating emerging technologies like blogs, RSS and mobile messaging
* Practical dos and donts

A vital supplement to the authors book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers specializing in e-marketing or not as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.

* Completely updated edition of the bestselling e-mail marketing handbook
* Brand new examples reflect the latest best practice in this fast-moving area
* Tried-and-tested structure offers an integrated campaign perspective, crucial for all marketers wanting to maximize the benefits of e-mail

Customer Reviews:

A Must Read.......2007-05-14

This in-depth book covers all aspects of e-marketing and e-mail. Very comprehensive and informative and will help any interested in learning more about the processes from segmentation to implementation.

How to Do Everything with Your eBay Business, Second Edition (How to Do Everything)

Average customer rating:

How to Do Everything with Ebay Business
Try Overstock.com Auctions!
Good As Any
Good As Any Out There
Advocates using pro secrets to sell more successfully

How to Do Everything with Your eBay Business, Second Edition (How to Do Everything)
Greg Holden
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

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eBay Powerseller Secrets:Insider Tips from eBay's Most Successful Sellers
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How to Buy, Sell, and Profit on eBay: Kick-Start Your Home-Based Business in Just Thirty Days
How to Do Everything with eBay (How to Do Everything)
eBay: Top 100 Simplified Tips & Tricks (Top 100 Simplified Tips & Tricks)

ASIN: 0072261641

Book Description

This user-friendly book shows you how to turn the satisfaction and excitement of eBay sales into a lucrative small business--and possibly even a full-time job! Find out how to establish a seller’s account, post attention-getting auction listings, and build confidence among bidders. Author Greg Holden explains how to apply the secrets of successful brick and mortar businesses to the online world. After learning the ropes, you'll find out how to boost sales with techniques such as no-reserve selling and “buy it now” pricing. Plus--tips for locating inventory, implementing marketing plans, and getting free advertising are revealed.

Customer Reviews:

How to Do Everything with Ebay Business.......2006-07-10

This book provides a good presentation on the intrigacies of
Ebay selling. The author describes the importance of getting
user feedback because this is a function of how well we do.
It's necessary to get the buyer's attention with catchy selling
presentations/descriptions. Generally, no reserve auctions make
better sales. The Turbo lister is recommended for multiple sales.
Publishing a picture can be critical because many buyers want to
see what they're purchasing. Lastly, a good description is crucial to sale. Provide all relevant details. i.e.

- guarantee
- ease of utilization
- general condition
- minor repairs , if needed
- manufacture date
- model number etc.

The more detail provided- the better it is for the potential
buyer. Very often, buyers are looking for a very specific
make, model and condition of the item for sale. If you provide
this information on a timely basis, it is more probable that a
sale will be consumated. In addition, pricing is important.
Price an item so that it sells quickly. If the price is set
too high, there may be little or no interest. Sometimes, it pays
to sell around a holiday. With the pressure of holiday shopping,
consumers just may pay more money for the convenience of getting
the item early without long waiting lines or extensive travel
from store to store looking for available stock at an affordable
price.

Try Overstock.com Auctions!.......2005-01-19

Anyone with the least bit of PC knowledge and customer service skills can sell on any on-line venue. Most have it set up to walk you through step by step. Besides, eBay raised their fees so high as of 2/18/05 that many sellers are flocking to other venues like www.overstock.com/auctions!

Good As Any.......2004-09-09

I'm not an expert of eBay by any means. In fact, the last time I listed some software on eBay I had to have my sister-in-law handle the listing duties. I just an not that brave when it comes to actually making money online. Sure I can handle the technical stuff like hosting my images on my web site and making up templates for my eBay listings, but selling on eBay involves much more then merely technical details. It is a business and that means you must learn how to think like a business person and know what your options are while doing business on eBay. That is where this book shines. And that is why a book like this is so good for us timid sellers. It is perfect book for those of us who need a lot of hand-holding when they start doing business online.

How To Do Everything With Your eBay Business covers everything there is about selling stuff on eBay. From the essential business practices such as setting goals for your eBay business and deciding what to sell to learning about how to be more effective in actually selling your items by writing up enticing descriptions and how to use necessary services and software, to the little talked about selling options available to the serious eBay business person like Half.com, eBay Moters, and Sothbys. And don't forget the accounting help you need to do to keep the IRS happy.

In my humble opinion, there is no better source for learning about doing business on eBay no one any more readable as How To Do Everything With Your eBay Business.

Good As Any Out There.......2004-07-29

Advocates using pro secrets to sell more successfully.......2004-05-18

Profit from live auctions, attract bids with clear and quick-loading images and attention-getting descriptions, and learn about reserves and 'buy it now' pricing with the aid of Greg Holden's How to Do Everything With Your eBay Business, a step-by-step resource which advocates using pro secrets to sell more successfully. There are other ebay books on the market, but this one clearly covers a wider range of basics than most, ranging from designing a sale to opening up your own Web store via ebay's system.

One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time, Second Edition

Average customer rating:

One-to-One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time, Second Edition
Cliff Allen , Deborah Kania , and Beth Yaeckel
Manufacturer: John Wiley & Sons
ProductGroup: Book
Binding: Paperback

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ASIN: 0471404004

Download Description

A comprehensive resource on implementing a one-to-one marketing strategy on the Web: With its unique focus on customer-oriented marketing strategy, One-to-One Web Marketing immediately became a bestseller among Internet business books when it was first published in 1998. Now in a second edition, this is still the only comprehensive resource for understanding and applying the latest technologies, tools, products, and solutions for one-to-one marketing on the Web. With 40% new material, the Second Edition features a full arsenal of checklists, flowcharts, templates, vendor lists, scripting examples, and other tools and information that readers can use to evaluate and implement one-to-one technologies.

Emarketing Excellence, Second Edition (Emarketing Essentials)

Average customer rating:

Great Boook

Emarketing Excellence, Second Edition (Emarketing Essentials)
PR Smith , and Dave Chaffey
Manufacturer: Butterworth-Heinemann
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

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E-Marketing (4th Edition)

ASIN: 0750663596
Release Date: 2005-07-04

Book Description

As with the rest of the Emarketing Essentials series, the key features of Emarketing Excellence are that it is:

* Applied - Based on the CIM E-Marketing Award but giving in-depth insights that can be applied by readers to their organisation.
* Practical - case studies from B2C, B2B, NfP, large and small organisations as practical. UK and European emphasis.
* Balanced - insights based on industry research, reports and some academic work where appropriate. Also a range of viewpoints - not just the author's view, but also other leading opinion formers.
* Dynamic - content is bang up-to-date and with web links for every chapter showing readers where they can go to stay up-to-date
* Accessible - Relevant to all marketers whether specialising in e-marketing or marketing managers or marketing assistants looking to work smarter.
* Successful- The first ed has sold 3,700 copies

* Provides guidance on how to write, edit and publish more effective content for the online readership
* Addresses B2B issues as well as B2C
* Set out in a clearly structured style to ensure the points being made are easily accessible

Customer Reviews:

Great Boook.......2006-11-03

Is a good book have a lot of information and is very professional and easy to read.

E-Commerce: Business, Technology, Society, Second Edition

Average customer rating:

Excellent textbook on E-commerce
Good, but dated....
Great Buy
E-Commerce: Business, Technology, Society
Practical, Informative, and Interesting

E-Commerce: Business, Technology, Society, Second Edition
Kenneth C. Laudon , Carol Guercio Traver , and Carol G. Traver
Manufacturer: Addison Wesley Publishing Company
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ASIN: 032120056X

Book Description

This book provides an overview of the current and next generations of e-commerce. The book emphasizes the three major driving forces behind e-commerce: technology change, business development, and social controversies. Each of these driving forces is represented in every chapter, and together they provide a coherent conceptual framework for understanding e-commerce. The result is a realistic treatment of a very diverse subject that is aimed specifically at readers interested in business concepts, IS/IT developments, and computer science applications. It is written by an author team with extensive teaching, writing, and business experience. This book offers in-depth coverage of concepts in technology, the Internet, economics, marketing, IS/IT, accounting, privacy, intellectual property, equity, and governance. Its unifying conceptual framework built around the themes of business, technology, and society helps readers make sense out of the development of this field. The book presents numerous real-world examples in every chapter. An attractive full-color design is also featured. This book is aimed specifically at readers interested in business concepts, IS/IT developments, and computer science applications of e-commerce.

Customer Reviews:

Excellent textbook on E-commerce.......2006-04-05

I just received the new edition of Laudon and Traver's textbook on e-commerce and think its just great! I previously used the 2nd edition, which I also loved, and this new edition lives up to its predecessor. It contains all new and updated information and is extremely current. Its so well-written that it doesn't read like a textbook at all. I highly recommend it to anyone interesting in learning about e-commerce.

Good, but dated...........2005-11-26

I have used this textbook for several years - while it is a good basic source of information, it badly needs updating and supplementation in several important areas: RFID is not mentioned; Mobile/hand set E-Commerce is covered at a surface level, Search Engine and major Portal marketing needs updating, and much of the data are 3+ years old - very old given the rapid changes taking place.

If you are teaching an E-Commerce course from a Marketing perspective, with this book as the base, be prepared to suppement this textbook with books such as Spychips, and student subscriptions to WSJ or NY Times. Ad Age is another excellent supplementary information source.

This is one of the few areas in business where the textbook should be updated every 2 years.

Note from Spring 07 - the newer edition is better but still requires supplementation on areas auch as RFID and security.

Great Buy.......2005-10-04

This was a great buy, The book came in the indicated condition and has been a great help!

E-Commerce: Business, Technology, Society.......2005-08-18

Good book, easy to read and informative. Gives a good overview of e-commerce and introduces you into the business giving you a historical perspective and good hints to develop you own site.

Practical, Informative, and Interesting.......2005-07-06

This is a college level text book that is actually interesting. It is very well written and most importantly, it is NOT boring. It's amazing how easy it is to read such a large book in a short amount of time when the book is well written. You will be able to actually design and learn how to host your own E-Commerce web site after reading this book. And it's a lot less expensive than you might think. This book is expensive but well worth it with excellent print and illustrations. It's easy to see that a lot of work went into this gigantic hardbound masterpiece.

Advertising on the Internet (Second Edition): How to Get Your Message Across on the World Wide Web

Average customer rating:

Hi - XXX 100% Britney naked hardcore XXX
It's good but not as good as others

Advertising on the Internet (Second Edition): How to Get Your Message Across on the World Wide Web
Neil Barrett , and Steven Armstrong
Manufacturer: Kogan Page
ProductGroup: Book
Binding: Paperback

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ASIN: 0749431237

Book Description

The Internet reaches millions of people every minute. It provides ready access to a wealthy consumer market with considerable purchasing power. However, many companies though aware of the possibilities, are unable to fully exploit them.

Customer Reviews:

Hi - XXX 100% Britney naked hardcore XXX.......2001-09-20

A sound guide to creating a strategy that keeps you in touch with your consumers in this fast-changing, new media environment. The fundamentals of advertising on the Internet are no different than other media. As a marketer, you need "reach" and "targeting" and Barratt's and Armstrong's guide will help you devise the strategy that suits you and your company's needs.

It's good but not as good as others.......1999-10-26

The Small Business Guide to the Internet: A Practical Guide to Going Online is the only book I've read that gives the a list of practical marketing ideas a business should use if it is to be successful online.

Average customer rating:

Very Basic Book - sometimes too basic

Internet Marketing Second Edition
Charles F. Hofacker
Manufacturer: Digital Springs, Inc.
ProductGroup: Book
Binding: Paperback

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books
ASIN: 1892497026

Book Description

Covers the complete topic, including an introduction to marketing on the Internet, sections on online promotion and communication, computer mediated selling, providing Web content, and a section on new Internet business functions and opportunities.

This new text comes with a complete instructor's manual and Web site and an Internet Marketing Web Companion, an online support to the text, which provides students with Internet exercises, self-study quizzes, and much more.

The text sets four major goals for students:

1. To become familiar with the ways that the Internet and ubiquitous networked devices are changing business in general and marketing in particular.

2. To learn how firms leverage the interactivity of the Internet to create business advantage.

3. To study the use of the Internet for communicating, selling, providing content and making markets.

4. To gain a wealth of hands-on Internet experience with numerous online activities, questions, assignments, projects and cases.

Customer Reviews:

Very Basic Book - sometimes too basic.......1999-12-03

While this book might be of help to the Internet novice, its general level is very basic. What's more, concepts of Internet marketing are mostly missing, even though concepts are most likely to be the most interesting area. Instead, the book engages in HTML exercises which imho are quite irrelevant for today's marketing decision makers. This is particularly true, since the HTML excursions are - you guessed what - very basic. This book might be applicable to users who start from scratch, but don't look for more in the book. Regardless of application, the price is certainly too steep given the value the book offers.

Managing Your E-Commerce Business, Second Edition

Average customer rating:

Not helpful at all
Practical advice for long term success

Managing Your E-Commerce Business, Second Edition
Brenda Kienan
Manufacturer: Microsoft Press
ProductGroup: Book
Binding: Paperback

Entrepreneurship | Small Business & Entrepreneurship | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

E-Commerce | Business & Culture | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books

General | Software | Computers & Internet | Subjects | Books
Similar Items:

The Complete E-Commerce Book: Design, Build and Maintain a Successful Web-Based Business
Logistics & Fulfillment for E-Business : A Practical Guide to Mastering Back Office Functions for Online Commerce
Small Business Solutions for E-Commerce
E-Commerce for Dummies
Start Your own E-Business (Start Your Own . . .)

ASIN: 0735612757

Book Description

What are the keys to a winning e-commerce site? If you're an entrepreneur launching a new venture, or you're expanding your brick-and-mortar business to the Web, this book can help you make the right decisions to compete-and prosper-in the digital marketplace. MANAGING YOUR E-COMMERCE BUSINESS, Second Edition packs the expert guidance needed to build and run a dot-com or business-to-business (B2B) solution using Microsoft(r) technologies and services. It's a business guide-not a technical reference-but you'll get conversant enough in the technology to be able to choose the right tools and vendors to support your initiatives. Discussion covers everything from creating a business plan to organizing the structure and content of your site, online brand-building strategies, legal issues, site maintenance, and customer service. In addition, this book's critically praised first edition, Small Business Solutions for E-Commerce, has been updated with the latest information on XML, wireless applications, broadband, and new content-management tools.

Customer Reviews:

Not helpful at all.......2006-04-10

I bought this book looking for helpful information to fill in the gaps where my MBA didn't go into detail. However, I found it to be simply a giant ad for Microsoft products. I suppose if you planned on using nothing but Microsoft Office to run your eBusiness it might help, but I'm not sure how well that would work. Mostly the book just refers you to the Help sections and the Microsoft website for further information, so save the money and just go directly to those resources. If you are looking for good, solid information or resources for beginning a new eBusiness or expanding a current one, this is not the book for you.

Practical advice for long term success.......2001-04-25

Finally, a book that offers real-world information aimed at running a business rather than just building a website. Every chapter is shot-through with practical techniques for managing a sustainable, profitable venture. The author obviously has extensive experience. She gives great examples and tips and she doesn't sugar-coat the realities. She mentions Micorosft technologies, but really, this book is longer on real business information than anything else. Go for it. This book is a real gem.

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