Cyber Rules: Strategies for Excelling at E-Business offers exactly what its title promises: a series of deliberate considerations and well-reasoned actions designed to help even a technophobic newcomer tackle both the promises and the challenges of the virtual marketplace. Siebel Systems founder Thomas Siebel describes how time-tested business principles are still essential for success. But to achieve full potential in the future, he contends, companies must also have a solid understanding of the way technology will fundamentally affect every aspect of people's lives. These still-emerging policies and procedures of the electronic business world are thus dependent upon a "dual set of rules"; traditional methods, such as identifying target markets and assessing customer needs, now compose only one part of the ultimate picture. It is these "less familiar" and "less commonsensical" practices upon which Cyber Rules subsequently focuses. Part I authoritatively analyzes the direction that business has taken since the first commercial Web sites appeared in 1993; Part II thoughtfully examines the emerging trends that could shape the Net's "second generation"; and Part III suggests how small or large businesses can "get there from here." --Howard Rothman
From Booklist
The Web is all about new visions, propagated by new language: such words as portals, search engines, and rich media. And the Web is also all about shameless promotion by self-proclaimed cyber-pundits. Siebel and House are, most likely, among the better examples. Interwoven into this three-part--where we've been, where we're going, and how we get there--business strategy are innumerable examples of the authors' software system; along the way, they interview clients and Web business owners who add some value and insight into the commercial. Covered, first, are the 10 lessons learned, from "zapping is the way of the Web" to a "yes, you can" cheerleading statement. Part 2 deals with rules, most of which lead to Peppers and Rogers' one-to-one marketing philosophy--the ultimate customization of all business. After that? A pretty simplistic strategy, including defining the vision and measuring effectiveness. Barbara Jacobs
See all Editorial Reviews
