Economics Books
Dive into the dynamic world of economics with our wide array of books in the Economics collection. From global financial systems to local economic policies, our selection offers insights by leading economists and scholars.
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Marketing is civilized warfare. And as high-tech products become increasingly standardized -- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies -- and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out 16 principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over 20 years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.
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cott Donaton
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Mcgraw-hill
Madison & Vine: Why the Entertainment and Advertising Industries Must Converge to Survive
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Goodreads rating: 3.53
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The inside scoop on innovations and relationships that are revolutionizing the industry . . From the sharp decline in CD sales to the fragmentation of network TV audiences, the business models of the entertainment and advertising industries are showing severe cracks. Advertising Age editor Scott Donaton explains why these industries must converge to survive, overcoming hurdles and creating business models that attract today's consumer. . . PRAISE FOR MADISON And VINE . . "A superb analysis of the intersection of Madison and Vine. This convergence is the future financial model of the entertainment and advertising industries."--Mark Burnett, Creator/Executive Producer of The Apprentice and Survivor . . "Scott Donaton [has] written the definitive book about the mutual benefit that happens when filmmakers and marketers collaborate."--Harvey Weinstein, President, Miramax Films Corp. . . "Scott Donaton does more than lay out a road map of the future. A word to those who want some action in this crazily converging technocentric read this book or be left behind."--Stanley Bing, bestselling author of What Would Machiavelli Do and Fortune magazine columnist . . "Unique and insightful, Scott provides an insider's look into the evolving business models of entertainment and advertising."--Donny Deutsch, Chairman and CEO, Deutsch Inc. .
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Larraine D. Segil
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Crown
Business
Intelligent Business Alliances : How to Profit Using Today's Most Important Strategic Tool
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Goodreads rating: 3.67
₱500.00
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"Intelligent Business Alliances" is a must-read for business executives who seek to hone their alliance management skills. The book offers practical advice on every stage of the alliance process, from selecting the right partner to managing the alliance for the long haul. The book's Mindshift approach is a unique and effective tool for analyzing the personalities and value systems of both parties, enabling managers to forecast potential problems and avoid future conflicts. Overall, "Intelligent Business Alliances" is highly recommended to those seeking to establish and manage successful strategic alliances.
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Ram Charan
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Crown
Currency
What the CEO Wants You To Know, Expanded and Updated : How Your Company Really Works
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Goodreads rating: 3.89
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Describes how corporations work and reviews the critical elements of business success--growth, return on assets, rate of inventory turnover, understanding customers, and taking advantage of the changing marketplace.
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Randall E. Stross
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Texere
Publishing
E Boys - The First Inside Account Of Venture Capitalists At Work
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Goodreads rating: 4.06
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Randall Stross looks at how Silicon Valley creates wealth through the eyes of leading venture capitalist firm Benchmark Capital. In offices along six blocks of Sand Hill Road in Melo Park, California, these venture capitalists will provide most of the $50 billion likely to be invested this year alone in the new technologies of the information age. This fly-on-the-wall book follows Benchmark's five partners in their pursuit of a finite number of sensible business ideas. It is an environment in which relatively few successes must pay for many failures. Against such a background, there are compelling stories of instant decision, multi-million dollar deals, and high risk-taking. As Silicon Valley drives fundamental changes in today's global technology, Randall Stross gives us an intriguing glimpse of the money men behind the constant innovations of the digital era.
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James Manyika, Jonathan Woetzel, Richard Dobbs |
Publicaffairs
No Ordinary Disruption : The Four Global Forces Breaking All the Trends
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Goodreads rating: 3.67
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Our intuition on how the world works could well be wrong. We are surprised when new competitors burst on the scene, or businesses protected by large and deep moats find their defenses easily breached, or vast new markets are conjured from nothing. Trend lines resemble saw-tooth mountain ridges.The world not only feels different. The data tell us it is different. Based on years of research by the directors of the McKinsey Global Institute, No Ordinary The Four Forces Breaking all the Trends is a timely and important analysis of how we need to reset our intuition as a result of four forces colliding and transforming the global the rise of emerging markets, the accelerating impact of technology on the natural forces of market competition, an aging world population, and accelerating flows of trade, capital and people.Our intuitions formed during a uniquely benign period for the world economy—often termed the Great Moderation. Asset prices were rising, cost of capital was falling, labour and resources were abundant, and generation after generation was growing up more prosperous than their parents.But the Great Moderation has gone. The cost of capital may rise. The price of everything from grain to steel may become more volatile. The world's labor force could shrink. Individuals, particularly those with low job skills, are at risk of growing up poorer than their parents.What sets No Ordinary Disruption apart is depth of analysis combined with lively writing informed by surprising, memorable insights that enable us to quickly grasp the disruptive forces at work. For evidence of the shift to emerging markets, consider the startling fact that, by 2025, a single regional city in China—Tianjin—will have a GDP equal to that of the Sweden, of that, in the decades ahead, half of the world's economic growth will comefrom 440 cities including Kumasi in Ghana or Santa Carina in Brazil that most executives today would be hard-pressed to locate on a map.What we are now seeing is no ordinary disruption but the new facts of business life— facts that require executives and leaders at all levels to reset their operating assumptions and management intuition.
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Matt Kursh, Daniel Rippy |
Basic
Books
Sizing Up a Start-Up
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Goodreads rating: 3.0
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"Sizing Up a Start-Up" is an essential read for anyone interested in the modern technology sector. It provides valuable insights from experienced professionals and offers practical methods for making well-informed decisions about high-potential opportunities. This book is perfect for new economy careerists, entrepreneurs, and investors looking to appraise start-up opportunities. Its unique feature is that it provides insider information on compensation and business strategies in the technology sector. It will help readers navigate the intricacies of high-tech hires, and give readers the tools they need to succeed in this fast-paced industry.
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Leander Kahney
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Portfolio
Hardcover
Inside Steve's Brain
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Goodreads rating: 3.95
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"Inside Steve's Brain" offers an insightful look into the mind of the late Steve Jobs, showcasing the very traits that lead Apple and Pixar to success. This book provides a unique perspective on his business philosophy and leadership style, making it a must-read for anyone interested in understanding how to build a culture of innovation.
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Byron Sharp
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Oxford
University
Press
How Brands Grow : What Marketers Don't Know
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Goodreads rating: 4.16
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How Brands Grow is a must-read for anyone in the marketing industry. It challenges common marketing practices and provides evidence-based answers to questions that marketers ask every day. It is unique in that it presents tried and tested laws in a practical and easy-to-understand format. Users will appreciate gaining a deeper understanding of how advertising, promotions, and loyalty programs actually work, and will be able to apply this knowledge to grow their own brands effectively.
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David Ketchum
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Wiley
Big M, Little M Marketing : New Strategies for a New Asia
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Goodreads rating: 3.33
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David Ketchum brings a rare insight to marketing in Asia. His observation and recommendations are based on relationships with a broad range of marketers - packaged goods and consumer durables as well as business-to-business products and services. The added bonus is that David Ketchum is a facile and gifted writer who holds the readerâ??s attention from start to finish. A must read for anyone interested in doing business in Asia! - Harold Burson, Founding Chairman, Burson-Marsteller David Ketchumâ??s insight in Big M, little m is your map and GPS receiver to help navigate the Asian Brand and marketing frontier. I recommend this book for anyone interested in learning about the unique challenges and adept solutions of marketing in Asia during this time of extreme change. Big M little m is the closest thing to having your own Asian marketing consultant in a box - Frank Yu, Regional Business Manager, XBOX and Home Entertainment Division, Microsoft CorporationAsia's economics, despite ups and down, remain the most vibrant and fastest growing in the World. Yet, as David Ketchum explains, the number of global brand names made in Asia is disproportionately low. This is now changing as the forces of globalization and bottom-up restructuring within the region are coming together. For anyone involved in running an Asian-based business these are both exciting and daunting times that call for a fresh look at the marketing challenge. David Ketchum draws on a wealth of personal experience to help us out. Big M little m Marketing is a remarkable fusion of marketing theory and practice, big picture and detail, explanation and seasoned advice that is helpful and fun to read - Geoffrey Barker, Chief Economist, HSBC Asia-Pacific
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Jeff Cox, Eliyahu M. Goldratt |
North
River
Press
The Goal : A Process of Ongoing Improvement
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Goodreads rating: 4.08
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Written in a fast-paced thriller style, The Goal is the gripping novel which is transforming management thinking throughout the Western world.Alex Rogo is a harried plant manager working ever more desperately to try and improve performance. His factory is rapidly heading for disaster. So is his marriage. He has ninety days to save his plant—or it will be closed by corporate HQ, with hundreds of job losses. It takes a chance meeting with a colleague from student days—Jonah—to help him break out of conventional ways of thinking to see what needs to be done.The story of Alex's fight to save his plant is more than compulsive reading. It contains a serious message for all managers in industry and explains the ideas which underline the Theory of Constraints (TOC) developed by Eli Goldratt.
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Rosabeth Moss Kanter, John J. Kao, Fred Wiersema |
Harper
Business
Innovation
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Goodreads rating: 3.25
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This book is an excellent read for entrepreneurs and business owners who want to take their businesses to the next level. The book provides insights from the CEOs and chief officers of innovation at successful companies like Pfizer, DuPont, Rubbermaid, 3M, General Electric, and others. It provides a step-by-step guide to creating and sustaining innovation and creativity within a company. The book is full of fascinating and entertaining anecdotes, such as DuPont's invention of the covered golf ball and 3M's invention of the Wet-or-Dry sandpaper. It is also introduced by Tom Peters, an undisputed leader on the subject of innovation.
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David Schneider, Grady E. Means |
John
Wiley
&
Sons
Metacapitalism : The E-business Revolution and the Design of 21st Century Companies and Markets
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Goodreads rating: 3.75
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This book is essential reading for business leaders looking to transform their companies into e-business models. Through case studies of major corporations and industries, the authors reveal how market leaders are leveraging global expansion, capital, and technology to accelerate growth and value creation. They introduce new concepts that will become a natural part of the business lexicon in the near future, such as "value-added communities" and "brand-owning" companies. If you want to stay ahead of the game, MetaCapitalism is the book for you.
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Norman M. Scarborough, Thomas W. Zimmerer |
Prentice
Hall
Essentials of Entrepreneurship and Small Business Management : United States Edition
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Goodreads rating: 3.89
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This book is perfect for anyone who wants to dive into the world of entrepreneurship. With its abundance of real-world examples and practical exercises, it provides a step-by-step guide to starting and managing a small business. The most unique feature of this book is its logical process, which makes it easy for readers to follow along and implement the strategies outlined in the book. Overall, if you're looking for a comprehensive guide to small business management, this book is a great choice.
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Joel M. Shulman, Thomas T. Stallkamp |
Ft
Pr
Getting Bigger by Growing Smaller : A New Growth Model for Corporate America
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Goodreads rating: 4.0
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"This book is great for entrepreneurs looking to revamp their business strategy to overcome growth stagnation. Shulman and Stallkamp's innovative Strategic Entrepreneurial Unit model is a game-changer for large organizations looking to break through the predictable barriers of the corporate life cycle. Readers can expect practical methods for actually identifying, creating, and implementing smaller units within their organization to enable continued, rapid growth. Overall, this book is an essential read for those interested in understanding how to bypass corporate stagnation and grow exponentially."
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Clayton M. Christensen
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Harvard
Business
Review
Press
Innovation Killers - How Financial Tools Destroy Your Capacity To Do New Things
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Goodreads rating: 4.07
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Innovation Killers would be a good read for managers or entrepreneurs who want to understand and avoid common innovation mistakes. This book provides insights into common innovation mistakes made by companies and offers a way forward for management teams who want to avoid these obstacles and get innovation right. This book stands out for its credible authors and practical tips.
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Edward Russell-Walling
|
Quercus
50 Management Ideas You Really Need to Know
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Goodreads rating: 3.65
₱500.00
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As you embark on your entrepreneurial journey or seek to bolster your business acumen, "50 Management Ideas You Really Need to Know" serves as a concise, digestible guide. It distills the wisdom of top business minds and essential theories into manageable insights. Think of it as a pocket mentor you can consult to navigate the complex landscape of modern management.
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Gene Stone, Nolan Bushnell |
Business
Plus
Finding The Next Steve Jobs - How To Find, Keep And Nurture Creative Talent
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Goodreads rating: 4.05
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This book is a perfect read for entrepreneurs who are looking to expand their companies and build a team of creative individuals. Nolan Bushnell shares his experiences and insights on how to find, hire, and nurture the right talent. Readers can expect valuable tips and advice on how to create a work environment that fosters creativity and innovation, making it a must-read book for anyone who wants to build a successful business.
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Robert Allen
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Ebury
Press
The One Minute Millionaire
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Goodreads rating: 4.04
₱400.00
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The One Minute Millionaire is an inspiring read that presents a practical approach to achieving financial success. The book offers a unique approach of combining a fable with the rules for achieving financial success that provides actionable advice for overcoming fear, doubts, and other roadblocks that limit one's potential. With this book, readers can unlock their inner winner and create true wealth in a minute.
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Bill Quain
|
International
Network
Training
Institute,
Inc.
Pro-Sumer Power! : How to Create Wealth by Buying Smarter, Not Cheaper!
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Goodreads rating: 3.72
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"According to marketing expert Dr. Bill Quain, average people can produce above-average wealth through the power of pro-summing."
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Murray Weidenbaum, Samuel Hughes |
Free
Press
The Bamboo Network : How Expatriate Chinese Entrepreneurs are Creating a New Economic Superpower in Asia
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Goodreads rating: 3.44
₱500.00
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Describes how expatriate Chinese entrepreneurs are building business empires in Southeast Asia
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Anita M. McGahan
|
Harvard
Business
Review
Press
How Industries Evolve : Principles for Achieving and Sustaining Superior Performance
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Goodreads rating: 3.67
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If you're a business leader looking to successfully grow your company, "How Industries Evolve" is an essential read. The book offers a comprehensive framework for understanding and aligning your strategies with the changing dynamics of your industry, so you can stay ahead of the curve and achieve sustainable growth. The most unique feature of this book is that it helps readers understand the specific principles that drive industry change, so they can evolve with their industry and stay ahead of disruption.
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Robert Spector
|
Walker
&
Company
The Mom & Pop Store : True Stories from the Heart of America
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Goodreads rating: 3.32
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"The Mom & Pop Store" is a heartwarming collection of stories from small business owners across America. It highlights their experiences in adapting to changing times, offering good customer service, and fostering a sense of community. As readers delve into each chapter, they will appreciate the importance of supporting small businesses and the unique character they bring to their communities. The book serves as a love letter to the businesses that define America.
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Norman M. Scarborough
|
Norman
M
Scarborough
Essentials of Entrepreneurship and Small Business Management , Global Edition
₱1,400.00
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Goodreads rating: 3.89
₱1,400.00
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This text provides the knowledge and tools readers need to launch a business so that it has the greatest chance for success. The Foundations of Entrepreneurship; Inside the Entrepreneurial Mind: From Ideas to Reality; Designing a Competitive Business Model and Building a Solid Strategic Plan; Conducting a Feasibility Analysis and Crafting a Winning Business Plan; Forms of Business Ownership; Franchising and the Entrepreneur; Buying an Existing Business; Building a Powerful Marketing Plan; E-Commerce and the Entrepreneur; Pricing Strategies; Creating a Successful Financial Plan; Managing Cash Flow; Sources of Financing: Debt and Equity; Choosing the Right Location and Layout; Global Aspects of Entrepreneurship; Building a New Venture Team and Planning for the Next For any person interested in owning, operating, and managing a small business. This text is also a useful reference for entrepreneurs and managers of small businesses.
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Adrian J. Slywotzky
|
Business
Plus
The Art Of Profitability
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Goodreads rating: 3.95
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The Art of Profitability is a great read for individuals seeking to improve their understanding of business profitability. It presents 23 different business models in a concise and challenging format, with each chapter featuring a dialogue between a young protégé and a teacher called David Zhao. Through this conversation, readers gain insights into the invisible principles that allow businesses to thrive even in tough economic times. The book provides specific actions that organizations can take to improve their bottom line within 90 days, making it an invaluable resource for CEOs, entrepreneurs and business owners seeking to grow their businesses.
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Geoffrey A. Moore
|
John
Wiley
&
Sons
Inc
Crossing the Chasm : Marketing and Selling Technology Products to Mainstream Customers
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Goodreads rating: 4.01
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Crossing the Chasm is a must-read for entrepreneurs, marketers and product managers looking to take their high-tech products to mainstream customers. With an updated coverage of the Internet, the book provides practical insights and a revolutionary new model to help bridge the gap between early adopters and mainstream customers. Users have found the book’s unique framework and actionable advice to be invaluable in building successful products and businesses.
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Matt Barney
|
Penguin
Random
House
India
Leadership @infosys
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Goodreads rating: 3.29
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Powered by intellect, driven by valuesInfosys has been at the forefront of a new India Inc. since 1981. Leadership @ Infosys is the first book to codify Infosyss unique history, values and leadership practices that account for the firms stellar rise from US$ 200 seed capital to a multibillion dollar global enterprise. As an extension of Infosyss tradition of growing leaders through a programme called Leaders Teach, the book captures the origins of Infosyss leadership approach and leverages advanced psychometrics to identify current leaders who are exceptionally effective in Infosyss leadership model. These leaders share approaches that they believe account for their successes, and are candid about where they stumbled in the past to help junior leaders avoid their mistakes. Chapters based on Infosyss Leadership Journey Series include discussions of strategic leadership, change leadership, operational leadership, talent leadership, relationship and networking leadership, content leadership and entrepreneurial leadership by thought leaders in each area, and feature a state-of-the-science review of leadership research along with practical examples that leaders can use to improve their performance and aptitude to take on increasing levels of responsibility.
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Thomas H. Davenport
|
Harvard
Business
Review
Press
Big Data at Work : Dispelling the Myths, Uncovering the Opportunities
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Goodreads rating: 3.58
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This book is a must-read for anyone who wants to understand the basics of big data. It is written in a clear and conversational style, making it accessible to everyone, even those who are not familiar with the technical jargon. The author provides real-world examples to help readers understand how big data can be used to improve products, services, and customer relationships. This book is an excellent resource for managers, executives, and anyone who wants to stay ahead of the curve in today's data-driven business environment.
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James W. Botkin, Jana B. Matthews |
Wiley
Winning Combinations : Coming Wave of Entrepreneurial Partnerships Between Large and Small Companies
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Goodreads rating: 0.0
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Recommendation: This book is recommended for entrepreneurs and executives who are interested in exploring innovative ways of expanding their business through collaborative ventures. The book provides extensive guidelines for establishing large/small alliances that can help meet a company's goals. It cites real-life examples of successful alliances featuring top American companies and explores global opportunities for entrepreneurial partnerships, featuring in-depth analyses of alliances involving Japanese, British, Swedish, and Eastern European firms. This book is a must-read for anyone looking to gain a much-needed edge in the global technological race.
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Edwin M. Reingold, Mitsuko Shimomura, Akio Morita |
Signet
Made in Japan : Akio Morita And Sony
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Goodreads rating: 4.08
₱300.00
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This book would be a good read for you if you are fascinated by the extraordinary journey of a global entrepreneur and the rise of one of the most influential tech companies in history. Through the lens of Akio Morita, the chairman of Sony Corporation, you will gain valuable insight into the challenges and triumphs of building a multinational corporation. Morita's perspectives on the United States, Japan, and the world economy provide a unique and profound understanding of global business dynamics. Get ready to be inspired by the innovativeness and audacity that fueled the success of Sony.
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Laure Claire Reillier, Benoit Reillier |
Routledge
Platform Strategy : How to Unlock the Power of Communities and Networks to Grow Your Business
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Goodreads rating: 4.0
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During the last decade, platform businesses such as Uber, Airbnb, Amazon and eBay have been taking over the world. In almost every sector, traditional businesses are under attack from digital disrupters that are effectively harnessing the power of communities. But what exactly is a platform business and why is it different? In Platform Strategy , Laure Claire Reillier and Benoit Reillier provide a practical guide for students, digital entrepreneurs and executives to understand what platforms are, how they work and how you can build one successfully. Using their own "rocket model" and original case studies (including Google, Apple, Amazon), they explain how designing, igniting and scaling a platform business requires learning a whole new set of management rules. Platform Strategy also offers many fascinating insights into the future of platforms, their regulation and governance, as well as how they can be combined with other business models. Benoit Reillier and Laure Claire Reillier are co-founders of Launchworks, a leading advisory firm focused on helping organizations develop and scale innovative business models.
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Mark Sebastian, Dennis A. Chen |
Ft
Press
The Option Trader's Hedge Fund : A Business Framework for Trading Equity and Index Options (paperback)
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Goodreads rating: 3.83
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In this book, a hedge fund manager and an option trading coach show you how to earn steady, reliable income selling options by managing your option trades and running your option portfolio as a real business with consistent, steady returns. Packed with real-world examples, the authors show you how to manage your own “one man” hedge fund and make consistent profits from selling options by applying the basic framework and fundamental business model and principles of an “insurance company”. This framework helps you to apply your option trading strategy to a solid, predictable, business model with consistent returns. For someone who has some knowledge of trading options and wants to become a consistent income earner. The authors provide a complete “operations manual” for setting up your business. Gain pearls of wisdom from both a professional options trader and coach, and from a hedge fund manager focused on managing an options based portfolio.
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Robert G. Hagstrom
|
Wiley
The Warren Buffett Way : Investment Strategies of the World's Greatest Investor
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Goodreads rating: 4.17
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This book is a must-read for anyone interested in understanding the investment strategies of Warren Buffett, the world's greatest investor. Through in-depth analysis, it provides valuable insights into his methods and the key decisions that have contributed to his remarkable success. The book not only offers practical advice but also presents Buffett's wisdom and philosophy in an engaging and relatable manner. Whether you are an experienced investor or a beginner, this book will inspire you to think differently and potentially improve your own investment approach.
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Richard E. S. Boulton, Steve M. Samek, Barry D. Libert |
Harper
Business
Cracking the Value Code : How Successful Businesses are Creating Wealth in the New Economy
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Goodreads rating: 3.09
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This book could be a good read for business owners and managers who want to understand how to manage and measure their company's assets in the New Economy. The book lays out four easy-to-understand steps to help companies thrive and succeed. The most unique and distinctive feature of this book is its focus on viewing the company as a portfolio of assets, and using information to measure and report all assets.
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Akio Morita, Edwin M. Reingold, Mitsuko Shimomura |
E.
P.
Dutton
Made In Japan - Akio Morita And Sony
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Goodreads rating: 4.08
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This book is a must-read for anyone interested in the story behind the founding of one of the world's largest companies, Sony. Akio Morita's leadership and vision for innovation is captured brilliantly in this book, making it a great recommendation for entrepreneurs looking for inspiration. The book offers insights into the world economy and the relationship between Japan and the US.
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Scott Miller, Sergio Zyman |
Harpercollins
S
Inc
Building Brandwidth : Closing the Sale Online
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₱600.00
₱400.00
33% off
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Goodreads rating: 2.8
Regular price
₱600.00
₱400.00
33% off
- Unit price
- / per
76% off est. retail
Now the world's most famous marketer, Sergio Zyman, has teamed up with Scott Miller to present a brilliant and irascible take on e-marketing as it really is and how it's supposed to be.just as Zyman's best-selling The End of Marketing as We Know It signaled the end of traditional marketing-marketing as corporate ornamentation, somehow existing apart from the serious business practice of selling more people more stuff more often-Building Brandwidth takes on the myth that this cool, hip new technology needs cool, hip new marketing to make the sale. Marketing is marketing-building a brand online takes discipline and sweat, just as it does offline.Too many Internet start-ups are betting on irreverent advertising and in-jokes to do magic-to create instant brand awareness, build traffic, develop commerce, create buzz, and enable the brand to rise to the top. But "irreverent" too often means "irrelevant." Meanwhile, sales stagnate-or nosedive. Ever since the Internet bubble burst, Web companies live by the law-of-the-jungle rules of all companies.In this illuminating book you'll learn why:• Building brandwidth isn't about being trendy. It's about closing the sale online and using some of the back-to-the principles of e-merchanting to do that.• Everything you knew about mass marketing is over. Today, customization rules, and that means customer-ization rules.• Customers don't care if your Web site has the coolest technology-they want to know how it can do something for them that they need or want and how it can do it differently than any other site.• Creativity isn't about being obscure. Creativity means doing the hard work of communicating what your business can do that the competition can't.• What applies to e-companies now applies to all companies. The new and old economies have fused into one hypercompetitive transformed economy.Building Brandwidth is the user's manual for anyone doing business on the Internet. This indispensable guide to making money and coming out on top will help you close the sale online in these fast-moving, make-or-break times when every e-commerce venture is desperately fighting to stay afloat.
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