| Book by Category | |  | Business & Culture | Home » » Net Success: 24 Leaders in Web Commerce Show You How to Put the Web to Work for Your Business | | | | | | | Description: | | Net Success reveals what really works-and what doesn't-on the Web. Twenty-four of the most successful leaders in Internet commerce offer the inside story on: Important social trends that will drive the phenomenal growth of Internet commerce-and how to take advantage of them
How key players in online commerce have been so successful
Business models that work for online enterprises ranging from financial services to publishing to the travel industry
New ideas in online advertising, direct marketing, and public relations.
How to use the Web to maximize efficiency and communication inside your company. Net Success shares the wisdom and experience of some of the most successful Internet pioneers-the experts who made the Web work for business despite intense competition, volatile markets, and constantly changing technology. | | | Product Details: | | | Hardcover:
| 320 pages | | Publisher:
| Adams Media Corporation | | Publication Date:
| 1999-04 | | Language:
| English | | ISBN:
| 1580621147 | | Package Length:
| 9.3 inches | | Package Width:
| 6.0 inches | | Package Height:
| 1.4 inches | | Package Weight:
| 1.6 pounds | | Average Customer Rating:
|  based on 8 reviews |
| | | | Customer Reviews: | |
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 Action Based Design made reading this book, worth it.Apr 27, 2006
Five principles of Internet success are 1. Internet initiatives are integrated into the fabric of the company's business strategy and do not stand-alone. Internet is a way of doing business and includes marketing, advertising, corporate communications, public relations, legal and regulatory, and customer support. 2. Internet initiatives require commitment and leadership. Top executives need to provide crucial commitment and leadership while developing Internet business models, products, and processes. Leadership empowers and emboldens Internet managers to learn from their mistakes, make changes, adjust to new circumstances, and persevere. 3. Intermediate relationships are growing on the Internet. The middleman numbers are growing. 4. Internet-technology advances are overrated, it is the business advances that matter. Adoption lag is reality and these delays may extend over multiple years. Some companies are reverting back to supporting older browsers because their customer base has not migrated too the new browsers. 5. Partnering brings all the necessary skill levels critical for success too the table. It is often necessary to go outside the company to leverage the necessary talents, resources, and products to accomplish the objectives. The success of most partnerships is in the handoff from the negotiating team to the various operating units. Pick partners who have a good reputation and can teach the company something about being in business.
The Website design should cause a person, an action event. Act event needs short but descriptive questions, easy visual aids, and effectively respond back with relevant information. The response can be comprehensive, verbose, and complex; but the question should be simple, clear, concise, and leading. Most visitors to a website have a goal. The website design needs to help the person reach that goal, conveniently, painlessly, and fast. More personalized the content correlates to increased likelihood of a return visit and reoccurring business.
Virtual communities allow people with common interest to meet, communicate, and share ideas. Understanding the dynamics of virtual communities is emerging as a critical business skill. Virtual communities create linkage between the members and the business trying to gain access to them. Community members can band together, share information, and seek additional benefits. Members engage in "intellectual discourse, conduct commerce, exchange knowledge, share emotional support, make plans, brainstorm, gossip, feud, fall in love, find friends and lose them, play games, flirt, create a light high art and a lot of idle talk."
There are three types of marketing: mass marketing, direct marketing, and collaborative marketing. In mass marketing, product companies promote their image and generate awareness in order to sell more. In direct marketing, companies provide more product information to create more knowledgeable buyers in order to sell more. In collaborative marketing, companies support prospective customers in understanding and evaluating alternatives, and in finding the right product or service to meet their needs-they help prospects to know more, earn their trust, and thereby sell more. There are four types of user participate:
Passives- seeking effortless entertainment or information
Actives-participate enthusiastically in activities and topics created by others
Motivators-create topics and plans activities of interest to other community members
Caretakers-serve as intermediate between community members and community staff members; are usually seasoned Motivators
The distribution is important: 85% of the users are passives, 12% are actives, 2.5% are motivators, 0.5% are caretakers. Total time spent within the community is dominated by the Actives and Motivators and these are the people that create content that attracts the passives. An important goal of community development is to move people from passive readers to active contributors. Direct marketing (DM) to the customer design is too elicit a specific response and capturing the response in a database for future decision-making.
18 of 22 found the following review helpful:
 DisappointingJul 03, 2000
After reading the multiple positive reviews for this book, I expected a book that is much more insightful than I found this one. I work for an Internet company, and found this book to be targeted more at Web neophytes, more specifically large businesses without a web presence, but who want some thoughts on how to get started with taking advantage of all of the benefits the Internet can offer their business. Most of its discussions end with Q4 1998, which in Internet time is woefully out of date. I unfortunately found no original insights from this book, and believe that anyone who keeps up with the industry would have a similar experience.
13 of 15 found the following review helpful:
Learn from the leaders in Web commerce!Jan 29, 2000
This book is a must read. I value e-business texts that are based on the case studies of successful E-commerce leaders. The 24 leaders who contributed to this book know what the front lines are all about!
14 of 16 found the following review helpful:
Best of ClassDec 31, 1999
This book should be required reading for middle and upper management of any company engaged in the eEconomy -- which is just about every one. I haven't seen such a clear, concise, practical and well-informed collection of essays on eCommerce in one place. Highly recommended.
4 of 11 found the following review helpful:
 A definite must read!Oct 16, 1999
for anyone who is interested in getting into the internet business, as well as those that are in it already.
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