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"You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. People now want to make their own decisions based on raw footage, real-time updates, and unfiltered live streams. How then, do marketing executives and others gain consumer trust? This book explores a comprehensive five-step process...
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The must-read summary of Adrian Slywotzky and David Morrison's book: "How Digital is Your Business?: Creating the Company of the Future".
This complete summary of the ideas from Adrian Slywotzky and David Morrison's book "How Digital is Your Business?" shows why every good business needs to fundamentally re-examine its processes in relation to digital technology. In their book, the authors explain that technology should be exploited to provide more...
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This complete summary of the ideas from Jesse Berst's book "The Magnet Effect" shows that surviving and prospering in today's digital era all comes down to how effectively you can attract and retain an Internet audience of regular customers. In his book, the author explains three critical concepts that will help you to establish yourself online: the "Magnet Effect", "Spiral Marketing" and the "Domino Method". This summary will teach you how to use...
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The must-read summary of Ron Zemke and Tom Connellan's book: "E-Service: 24 Ways to Keep Your Customers - When the Competition is Just a Click Away".
This complete summary of the ideas from Ron Zemke and Tom Connellan's book "E-Service" shows how the key to success doesn't lie in attracting visitors, but in creating highly satisfied customers who will do business with you again and again. According to Ron Zemke and Tom Connellan, the only thing...
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The must-read summary of Mary Cronin's book: "Unchained Value: The New Logic of Digital Business".
This complete summary of the ideas from Mary Cronin's book "Unchained Value" shows that you can't transform a conventional firm into a digital business by simply grafting a few Web initiatives onto the current business structures. Instead, the existing business chain will need to be replaced in its entirety by a "digital value system" which focuses...
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The must-read summary of Patricia B. Seybold's book: Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond".
This complete summary of the ideas from Patricia B. Seybold's book "Customers.com" shows how your existing customers are the key to developing and implementing a successful e-commerce strategy. In her book, Patricia B. Seybold explains how you can position yourself alongside your customers and find out what...
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The must-read summary of Jay Conrad Levinson and Charles Rubin's book: "Guerrilla Marketing on the Internet: The Complete Guide to Making Money On-Line".
This complete summary of the ideas from Jay Conrad Levinson and Charles Rubin's book "Guerrilla Marketing on the Internet" shows that the essential goal of guerrilla marketing is to achieve conventional goals — such as profits — using unconventional methods — such as investing energy in marketing...
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The must-read summary of Chris Anderson's book: "The Long Tail: Why the Future of Business is Selling Less of More".
This complete summary of the ideas from Chris Anderson's book "The Long Tail" shows how the world of business is changing and commercial success in the 21st century will rely on multiple-niche marketing. The author explains that it is now better and more profitable to sell a few units in many niche markets than to try and sell a million...
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The must-read summary of Evan Schwartz's book: "Webonomics: Nine Essential Principles for Growing Your Business on the World Wide Web".
This complete summary of the ideas from Evan Schwartz's book "Webonomics" presents a strategy for delivering business principles and strategies for successful internet-based commerce. In his book, the author explains the nine principles of Webonomics which have been derived from the study of successful internet business...
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The must-read summary of Roger Blackwell and Kristina Stephan's book: "Customers Rule! Why the e-Commerce Honeymoon is Over and Where Winning Businesses Go From Here.
This complete summary of the ideas from Roger Blackwell and Kristina Stephan's book "Customers Rule!" shows how the initial assumption that e-commerce would completely replace traditional business has come to an end - it is now clear that business success will henceforth depend on a...
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How Strategy Works in an Interconnected, Automated WorldLeaders already know that the classic approach to strategy--analyze, plan, execute--is losing relevance. But they don't yet know what replaces it. As everyone and everything becomes more interconnected and digitized, how do you operate, compete, and win?
Ming Zeng, the former Chief of Staff and strategy adviser to Alibaba Group's founder Jack Ma, explains how the latest technological developments,...
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The must-read summary of Walid Mougayar's book: "Opening Digital Markets: Battle Plans and Business Strategies for Internet Commerce".
This complete summary of Walid Mougayar's book "Opening Digital Markets" shows that the development of Internet-based commerce is still in its early days. The implications of this development are significant for everyone, but particularly for business managers who are charged with the responsibility of successfully...
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This complete summary of the ideas from Frank Feather's book "FutureConsumer.com" shows how the internet revolution has taken the shopping experience out of shops and into the home. This transition is set to completely transform the commercial and personal lifestyle landscape, effectively reversing everything in the industrial revolution required. In his book, the author points out that the current debate over the best approach to e-commerce is largely...
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The must-read summary of Guy Kawasaki and Peg Fitzpatrick's book: "The Art of Social Media: Power Tips for Power Users".
This complete summary of the ideas from Guy Kawasaki and Peg Fitzpatrick's book "The Art of Social Media" explains how social media has become one of the most effective ways to market a product, promote a business and communicate with customers. In fact, social media is now so important that it can make or break your marketing...
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The must-read summary of Stephen Diorio's book: "Beyond e: 12 Ways Technology is Transforming Sales and Marketing Strategy".
This complete summary of the ideas from Stephen Diorio's book "Beyond e" argues that the key marketing challenge of today is not simply adding an e-marketing department to the existing business. Good marketers are becoming much more proactive, using new technology to creatively grow market share and create entirely new revenue...
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In today's digital world, the Baby Boomers and Generation X are giving way to a new generation of consumers: the Millennials. These tech-savvy consumers-bearing the mantra "my way, right way, why pay?"-want quick, customizable service that is negotiated on their terms and delivers great value. And when Millennials want help, they want it now; when they don't want help, they expect the sales staff to be invisible.
In Millennial Rules: How to Sell,...
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This complete summary of the ideas from Michael Cunningham's book "B2B" shows that there are huge advantages in B2B e-commerce that have come about thanks to the dynamic marketplace at our fingertips. The trick is not to hang around. Now is the time to act and get involved, becoming a leader and pioneer rather than a second rate follower. Amongst the many advantages to B2B the book lists e-commerce, the speed and quality of communication between firms,...
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Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive, that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the "theory-doing gap", understanding the specific techniques and strategies that can be, used to create brands that...
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