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Modahl believes that conventional demographics, which segment populations according to their income and education, is a poor predictor of online behavior. As an alternative, she advances Forrester Research's work on "technographics," which measure consumers' attitudes toward technology. Forrester has found that 52 percent of the population is optimistic about technology and is "marching happily towards online shopping," and she shows how companies can better target their marketing strategies to meet this growing legion of consumers. In addition, Modahl considers the "post-Internet competitive environment," which she thinks will be "far more fluid and responsive to changes in supply and demand." Using examples of traditional industries that have had their business models turned upside down by Internet economies--newspapers, travel agencies, and brokerages--Modahl offers ways that the old guard can better cope with technology change, channel conflict, and their own inertia toward this new marketplace.
Well written and presented, Now or Never is a concise distillation of Forrester Research's approach to e-commerce. Anyone whose livelihood is connected to--or threatened by--the relentless march of the Internet would do well to read and consider this book. --Harry C. Edwards
The next few years, will be extremely important for deciding the loyalties of Internet consumers. Companies that don't transition to the Internet when their customers do, will be... Read morePublished on February 20, 2006 by Amazon Customer
Internet is disturbing the "old economy", but we do not always understand what and where are the changes and how we can move to get a chance to compete in this new... Read morePublished on November 15, 2002 by Amazon Customer
An easy read, but contains some keys to understanding your customer base, and better yet, predicting who will actually purchase product off your website. Read morePublished on January 2, 2001 by Alan T. Biland
This book is easy to read on the beach. However, it doesn't contain any new information. Regular readers of the business section of a newspaper know many similar examples described... Read morePublished on October 5, 2000
This book is easy to read on the beach. However, it doesn't contain new information. Regular readers of the business section of a newspaper know many similar examples described in... Read morePublished on October 5, 2000
Every marketing professional that is interested in the Internet and E. Commerce should read this book. Read morePublished on August 5, 2000 by Carlos Cordero
Now or Never is a very good book. The intuitive analysis of what Modahl terms 'technographics' provides an extremely sound starting point for the examination that follows. Read morePublished on May 22, 2000
Clear, concise, easy-to-read, well-organized, and insightful -- this is an excellent e-business book for anyone involved in a dot com or in a b&m making the move into... Read morePublished on May 17, 2000 by JengaJ
As an IPS, we work with many traditional brick and mortar companies as well as dot.coms'. Now or Never verbalizes many of the thing we have been trying to tell our clients and... Read morePublished on May 8, 2000 by Keith Jackson