C-Scape: Conquer the Forces Changing Business Today

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Harper Collins, Nov 2, 2010 - Business & Economics - 256 pages
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“[Larry Kramer’s] MarketWatch.com is not just my favorite business website, it’s my personal homepage.” —Warren Buffett

“[Larry Kramer] is the toughest and most ethical foe imaginable. His observations reflect a deep understanding of how the media works and what consumers want.” —Jim Cramer

From Larry Kramer, the founder of MarketWatch.com and former president of CBS Digital Media, comes a bold, pioneering report on what businesses must do to survive and thrive in the digital media revolution. Using case studies of companies such as Apple, Procter & Gamble, Netflix, and GE, Kramer not only draws a clear map of twenty-first century commerce, but charts the way forward. Readers wondering how to implement digital-age business strategies like those found in Clay Shirky’s Here Comes Everybody, Chris Anderson’s The Long Tail, or Jeff Jarvis’ What Would Google Do, look no further than Kramer’s groundbreaking C-Scape.


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To a carpenter, a hammer fixes every problem; to a media mogul immersed in TV networks and digital technologies, better use of media can solve every marketing issue. That’s the framework for Larry Kramer’s book, which explores the constantly shifting forces of the digital age. Kramer, founder of MarketWatch, Inc. and former president of CBS Digital Media, calls these forces the “four C’s” – “consumers, content, curation and convergence.” This “C-scape” endows individuals with the power to increasingly call the shots and constrains companies to focus more and more on media for their ultimate success. Kramer’s front-row seat in constructing the current media landscape provides the book’s rich anecdotes and illustrative case studies, but readers outside the media business will have a harder time figuring out how to harness the four C’s. Nonetheless, getAbstract recommends this look at how digital technology has altered business to marketers and executives. Learn about the C-scape from someone who had a hand in creating it.
More about this book:


Every Business Is a Media Business
The Four Factors Shaping the CScape
Content Becomes King
Curation Cures Information Overload
Convergence Remakes Communication
Marketing beyond the Purchase Funnel
Talk With Not At
Digital Mindreading
They Choose but You Curate
Loyalty That Lasts
Price the Experience Not the Product
Partner Like a Startup
The New Newsroom

Is Everything Content?

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About the author (2010)

Larry Kramer, the founder and former chairman and CEO of MarketWatch, Inc., is currently an adjunct professor of media management at the S.I. Newhouse School of Public Communications at Syracuse University. Over the course of his career, he has been a senior adviser at Polaris Venture Partners, a venture capital firm, and served as the first president of CBS Digital Media. He currently serves on the board of directors of sev-eral media and technology companies, including Discovery, American Media, and Answers.com, and is an advisor to tech and digital startups such as JibJab, Newser, Crossborders.tv, and others. Kramer also spent more than twenty years as a reporter and editor at the San Francisco Examiner, the Washington Post, and the Trenton Times. He divides his time between Tiburon, California, and New York City.

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