Now or Never

图书标准信息

• 作者 Mary Modahl 著
• 出版社 HarperCollins
• 出版时间 1999-12
• 版次 1
• ISBN 9780066620121
• 定价 252.30元
• 装帧 精装
• 开本 其他
• 纸张 胶版纸
• 页数 272页
• 正文语种 英语

【内容简介】

Thebattleforthe21stcenturyisnowclear:inside,traditionalbrickandmortarcompaniesaredigginginforthefightoftheirlives;outside,atighteningcircleofdot.comupstartsthreatentotransformeveryfeatureoftheeconomy.Isthewaroveralready?MaryModahlthinksnot;instead,sheanticipatesthatthecomingfiveyearswillbedecisive--whichiswhycompaniesthatwanttostayaliveandthrivemustactNoworNever.Thekeytosuccessinthebravenewworldofe-commerceisadeepandnuancedunderstandingofhowconsumersthinkaboutandusetheInternet.ForresterResearch--theworld'smostrespectedtechnologyresearchfirm--hasdevelopedthatunderstandinginagroundbreakingmodelofconsumerbehaviorcalledTechnographics.Forthefirsttimeever,NoworNeversharestheTechnographicsmodelwithbusinesspeopleoutsideForrester'sexclusiveclientlist.Builtoninterviewswithmorethan250,000Americans,TechnographicsdividesconsumersintotensharplyidentifiedsegmentsbasedondifferingattitudestowardtheInternet.Thatmeanseachsegmentwillusee-commerceinadifferentwayanddiveintobuyingon-lineatadifferentpace.UsingTechnographics,businesspeople--fromcompaniesthataresmallorlarge,establishedorbrandnew,traditionalordot.com--willbeabletoplotawell-reasoned,robustInternetstrategy.BeyondTechnographics,thebookalsoidentifiesandexplainsthestartling,counterintuitivenewbusinessmodelsthatdrivecompetitionontheweb.NoworNeverintroducestheconceptofDynamicTrade,atermthatForrestercoinedtodescribethedisruptivenewwaybusinessgetsdoneontheweb.Withengagingprosethatischock-fullofrealstories,ModahldescribeshowDynamicTradechangesthebalanceofsupplyanddemand,requirescompaniestorampuptoscalefasterever,andzeroesoutmarginalcost.AsthebattleforInternetdominancereachesacrisis,NoworNeverstandsapart.Writtenbyastraight-talkingbusinesspractitionerwhoknowsandunderstandstheInternetaswellasanyoneworkingtoday,thisgroundbreakingbookconfrontsthemostpressingbusinessissueofourtimewithreasonedanswerstothequestionsonthemindofeveryinformedexecutive:WhenwilltheInternetchangethewayIdobusiness?WhyistheInternettransformingeverythingabouttheeconomyandcompetition?Howexactlywillmyindustryandcompanychange,intermsofcustomers,competitors,cashflow,andthebottomline?ANDWhatshouldIdoaboutitrightnow?

【作者简介】

MaryModahlisvicepresidentofresearchatForresterResearchInc.,theleadingproviderofprimaryresearch,marketanalysis,andstrategicguidanceintheareaofelectroniccommerce.ShehasbeenprofiledintheWallStreetJournalandWiredmagazineandhasappearedasaguestonCBS,NationalPublicRadio,CNN,andCNBC.Ms.ModahllivesnearBostonwithherhusbandandtwochildren.

【目录】

Acknowledgments

Preface

Introduction

Part 1:Understanding Internet Consumers

 1.Why Consumers Buy On-Line

 2.Using Techongraphics to Target Intrnet Consumers

 3.Reaching Early Adopters

 4.The Battle for the Mainstream

 5.Avoiding the laggard trap

Part 2:Exploiting Internet Business Models

 6.The Internet's Impact on Competition

 7.What Makes Internet Business Models So Difficult

 8.Creating Company Value

Part 3:Defying the Gravity of the Old Ways of Doing Business

 9.Thriving on Technology Change

 10.Coping With Internet Channel Conflict

 11.Funding,Organization,and Leadership

 12.The Will to Win

Appendix:Technographics Methodology

Endnotes

Index