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. --This text refers to an out of print or unavailable edition of this title.
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 --This text refers to an out of print or unavailable edition of this title.
See all Editorial Reviews
