The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World [Hardcover]

Chuck Martin (Author)

Book Description

Publication Date: October 18, 1996

The growing power of the Internet as a publishing platform is becoming greater by the day. This text offers a discussion of the business issues that will govern the cyber-age and prescribes what businesses can do in order to succeed in an Internetworked world. The book concentrates on the changes that will impact all aspects of business; features case studies and data from publishing industry research; and contains real-life anecdotes, examples and interviews with people on the frontline.

Editorial Reviews

Amazon.com Review

According to Chuck Martin there are two types of people: those who think the Net might be a really big thing, and those who know the Net is revolutionizing the world. In The Digital Estate, Martin provides a blueprint for success in our increasingly wired world, explaining in clear and readable prose how businesses can utilize the Internet and other new technology. His main point is that businesses must break the old molds and think about what they do in an entirely new way. Each chapter is liberally sprinkled with anecdotes about visionary companies creating their presence on the Internet, and an index lists more than a hundred URLs of featured businesses.

From Booklist

The power of the "digital estate," predicts former publisher and now IBM vice president Martin, will be far more overwhelming than its fourth estate counterpart. With little jargon and lots of references, he paints a fairly glorious picture (even with warts included) of how the Internet changes business methodologies, from the launch of a new product to the 100 rules of Netiquette. As he explains, a traditional brand manager, for instance, will usually elect to test a new concept fully before offering it to target audiences; but not so the digital manager, who twists convention to launch an innovation, then learns. This book goes way beyond the now standard compilations of advice on advertising and marketing on the Net; instead, tools and strategies are thoroughly explained so that technophobic executives can decide how to play this asset and opportunity. Barbara Jacobs

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Product Details

• Hardcover: 235 pages
• Publisher: Mcgraw-Hill (October 18, 1996)
• Language: English
• ISBN-10: 0070410453
• ISBN-13: 978-0070410459
• Product Dimensions: 9.1 x 6 x 1 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #4,026,907 in Books (See Top 100 in Books)

More About the Author

Chuck Martin is CEO of Mobile Future Institute and Director of the Center for Media Research at MediaPost Communications. Chuck Martin has been a leading pioneer in the digital interactive marketplace for more than a decade.

He is the author of The Third Screen (Marketing to Your Customers in a World Gone Mobile; Nicholas Brealey May 2011), in which he defines the implications, strategies and tactics for businesses to thrive in this coming mobile revolution. This book links the technological developments to the behavioral changes that go hand-in-hand and reveals the unexpected aspects of the coming changes in mobile, preparing marketers and businesspeople for what is looming in the near future.

The Mobile Future Institute is a U.S-based think tank that focuses on business strategies and marketing tactics for a world gone mobile. Martin is a New York Times business bestselling book author of numerous books, including The Digital Estate, Net Future, and Max-e-Marketing in the Net Future (co-author). He is also a former Vice President of IBM.

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars An important analysis of the state of business on the Intern, January 22, 1998

By 

Drew Henderson "drewson" (Bethel, CT USA) - See all my reviews
(REAL NAME)   

This review is from: The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World (Hardcover)

This book is a "must read" for all company owners and managers involved in the corporate planning process. The Digital Estate digs into the successes and failures of pure on-line businesses and electronic efforts of other companies to define the principals of doing business today. This is not a "technology book" and is not targeted for "net heads" or persons already in the Internet business. It is a business book for executives that contrasts the "old way" and new methods that are transforming business thinking. It is a book for business heads that need a grounding in business on the Internet. Written in a clear and concise manner, sans hype and jargon, it is engrossing, clever and insightful. I can not over emphasize the importance of this book to all business executives.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Good book detailing realitites and possibilities of the net!, May 1, 1998

By 

[e-mail] (pittsburgh, PA) - See all my reviews

This review is from: The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World (Hardcover)

If you've been awake and actively using the net over the past few years, you probably already know just about everything in this book. Martin has very good insight into what the web can really be...beyond all the technology hoopla, building virtual communities, supplying appropriate content, making a corporate web site that is actually useful to consumers, etc.. A GREAT read for those trying to make sense of the web, understand how people use the web, and see how other companies have created successful enterprises or applications integrating the internet. The copy I got had some duplicate/missing pages in the introduction of the book.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Sound, detailed, helpful at all levels. Get this one., September 4, 1997

By 

[e-mail] (Peekskill, N.Y.) - See all my reviews

This review is from: The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World (Hardcover)

In a domain positively viscous with lame literature, this book doesn't have any serious competition. It's very helpful at all levels, but its witty and humane approach is particularly good for business people moving onto the Web for the first time. Martin gives sound, detailed explanations of Web advertising, branding, business planning and building an on-line community by using the actual experiences of Net companies that are building today's new Internet economy