Catch a Falling Knife?: Strategic Thinking about the Web for Mid-Market Executives

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Trafford Publishing, 2002 - Computers - 138 pages
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This book is intended to be a quick read for mid-market executives who have been struggling with figuring out how the Web might impact their business, and some valuable insight into what they ought to do about it. Written based on extensive experience in the development and implementation of transactional Web sites for mid-market companies since 1998, the book focuses on using the Web as a marketing channel and reinforces the notion that the Web is most effectively viewed as a communication medium and NOT as a technology.

There is an abundance of specific and very useful guidance to thinking through a Web strategy based on understanding customers, combined with a de-mystification of informaion technology in general. An easy and enjoyable read, the book provides a straightforward and logical rationale for the roles of IT and marketing relative to the develoment of Web sites, examples of successful sites, and some very useful tips and advice for those embarking on their first (or second) commercial Web development effort.

 

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Contents

INFORMATION TECHNOLOGYAND THE WEB
1
THE WEB CHANGESEVERYTHING
28
HUMAN BEHAVIOR ANDPRODUCT ADOPTION
41
WEB STRATEGYAND LEADERSHIP
53
TRULY GETTING TO KNOWYOUR CUSTOMERS ...
61
DYNAMIC NETWORKED MARKETS
78
LEFTBRAIN AND RIGHTBRAIN
97
A FEW SITES THAT WORKAND WHY
112
SOME PRACTICAL ADVICE
134
Afterword
139
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