Average customer rating:
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Transportation: From Cars to Planes (You Are There (Danbury, Conn.).)
Gare Thompson
Manufacturer: Children's Press (CT)
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ASIN: 0516260553 |
Book Description
This digital document is an article from National Underwriter Property & Casualty-Risk & Benefits Management, published by The National Underwriter Company on November 7, 1994. The length of the article is 622 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: National Underwriter's 1994 business travel survey found that property and casualty insurance professionals rely on airplanes and automobiles most frequently for getting to their business travel destinations. Airplane use ranged from 47% for insurance agents to 74% for risk managers, with insurance agents the only group that traveled more by car. Train use ranged from 0.15% for insurance agents to 8% for reinsurance company executives.
Citation Details
Title: Getting there: planes, cars top travel choices. (National Underwriter's 1994 business travel survey)
Author: David C. Jones
Publication:
National Underwriter Property & Casualty-Risk & Benefits Management (Magazine/Journal)
Date: November 7, 1994
Publisher: The National Underwriter Company
Issue: n45
Page: p3(2)
Distributed by Thomson Gale
Book Description
Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All these factors stack the odds against success in high-tech marketing. This book provides frameworks for systematic decision making about marketing in such technology-intensive environments. It offers insights about how marketing tools and techniques must be adapted and modified for marketing high technology products and innovations, highlighting possible pitfalls, mitigating factors, and the "how-to's" of successful high tech marketing.
The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management issues, intellectual property considerations, distribution channels and supply chain management, pricing considerations, advertising and promotion, branding high-tech products, preannouncing high-tech products, high-technology marketing and the Internet, corporate social responsibility, resolving ethical dilemmas in the high-tech arena.
The book covers a wide range of technologies and industries, including telecommunications, information technology (hardware and software), biotechnology, nanotechnology, and consumer electronics.
Customer Reviews:
Insightful Book .......2007-09-07
This book still has some gems that are useful despite it being out so long. Espescially in terms of product management and marketing. ANother book that is more recent that goes really well with this book is "Value Acceleration" by Mitchell Gooze and Ralph Mroz. Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
Excellent! Your ONE reference of Marketing High Tech.......2007-03-12
This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic.
As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.
Very interesting book.......2003-05-15
It has a very good approach about how to plan a marketing strategy in high tech enviroments.
Well balanced book.......2002-11-21
What impressed me the most about this book is the right balance of theoretical discussions and practical examples. The idea of including "views from the trenches" is just way too good. This book helped me conceptualize all the experiences that I have gathered in the past five years in the high-tech industry. This is an excellent read for people who are exclusively focused on marketing (product marketing / product management, etc) or for people who are in other functions, but want to understand the basics of high-tech marketing
The best text on the marketing of high technology.......2001-07-07
Mohr's text is a good overview of industry practice, mixed with theory on marketing and the diffusion of innovations. This text is a huge step forward for the discipline. As I see the field of electronic marketing evolving, I think we will see material about the Internet moving into mainstream marketing courses. What will remain in the specialized electronic marketing course is the intersection of marketing with the cutting edge of technology. Mohr's text makes me feel much better prepared for this evolution.
Average customer rating:
- Disappointing advice
- Weak thinking
- Very Disappointing
- Insightful!
- Not very useful information
|
Warp-Speed Branding: The Impact of Technology on Marketing
Agnieszka Winkler
Manufacturer: Wiley
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Binding: Hardcover
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Amazon.com
Technology has changed everything. Product life cycles are shorter. Consumers are more informed, demanding, elusive. And brands can no longer afford to be crafted over lengthy periods of time. Instead, writes advertising guru Agnieszka Winkler, a brand can--and must--be built at warp speed. She continues:
With the advent of new communications technologies, it is now possible to spread the word, like a village drumbeat, to all corners of the world in months, weeks, or even days. The drumbeat is often carried by the users themselves--a more believable source of information in our jaded, skeptical society.
By profiling agile companies such as Apple, America Online, and Amazon.com, Winkler exposes the first myth of branding: "A brand is built over a long time." Another myth: "A brand is precisely crafted for a tightly defined target." Reality: "A brand is expansive." Myth: "Brand the product." Reality: "Brand a bigger idea." Myth: "The brand is a marketing concept." Reality: "The brand is a financial concept." But the most important industry trend may be the role of the Internet, which has become an integral link between producer and consumer. Winkler's "Just Do It" Internet approach isn't groundbreaking, but the online opportunities are made quite clear. The Internet also pops up in the 31-question "Warp-Speed Branding Quiz," which measures a company's readiness to tackle branding with warp speed. Marketers and advertisers who fail this test are well advised to get up to speed. --Rob McDonald
Book Description
"Time to market" is now the operative phrase for companies around the globe. Consumer and employee are simultaneously shaped by and shaping the new knowledge economy. We are no longer the linear, process-oriented rational world of the industrial revolution, and the traditional Procter & Gamble formulas for brand building are becoming increasingly obsolete.
Warp-Speed Branding will challenge your current thinking and launch you into the new and creative ways today's hottest technology companies are tackling branding, leaving traditional ways of building brands far behind. These companies represent the meteoric rise of the technology culture and how it is moving through the worlds of marketing and advertising, transforming businesses in the blink of an eye and the click of a mouse.
In this groundbreaking book, expert Agnieszka Winkler's compelling insight clearly shows how technology's presence in every business environment has already changed the role of the brand builder. Winkler's perspective reconsiders some of the standard marketing truths learned at the knee of consumer product giants like Procter & Gamble, Unilever, and Colgate-Palmolive. Now technology companies such as Microsoft, Intel, and AOL embody innovation and change and are rewriting the rules of brand creation. With Warp-Speed Branding, you'll see how to apply some of their lessons.
The book exposes six myths of branding and replaces them with new truths in a "warp-speed world." Fascinating case studies detail the branding success stories behind Sony, Intel, Amazon.com, Dell, and others, out of which emerge principles, guidelines, and action steps. You'll learn: The new branding skills, attitudes, and processes companies need to make it in a warp-speed world; How advertising agencies can adjust their processes and mindsets to help clients achieve faster time to market; How to identify and manage your company's Brand Ecosystem; How to take advantage of the extraordinary branding opportunities presented by the Internet
With passion and incisive thinking, Agnieszka Winkler gives you the new marketing lessons to be learned from today's technology leaders--and how to apply them to your own brand of success.
Praise for Warp-Speed Branding
"We have all experienced the acceleration of our lives and our work towards Internet speed. Ms. Winkler has given us anecdotes, tem-plates and commonsense advice, all focused on teaching us how to use the acceleration of technology to build better brands, products, and organizations." -- Paul Otellini, Executive Vice President, Intel Corporation
"This book is an engaging must-read for all brand shepherds, young and old. The rapid speed of global technological change has dramatically redefined all traditional concepts of consumers, stakeholders, marketing, and branding. Attitude, capability, and mass customization are now king." -- Carl James Yankowski, President & CEO, Reebok Brands
"For marketers who are charged with retaining or creating brand advantage in the future, this is a must read. You'll find a refreshing challenge to the status quo and new ideas to consider." -- Jan Soderstrom, EVP International Marketing, Visa International
"In the tradition of marketing classics, Winkler redefines what it takes to win at marketing in today's frenzied, everything-changing-at-once product development cycles." -- Steve Weiss, Founding Partner, Product Management Group
"Traveling with Agnieszka Winkler through Warp-Speed Branding is a thrill ride. . . . Her rich examples and colorful illustrations make Warp-Speed Branding essential reading for all who aspire to lead their organizations to unique and distinctive places in the millennium marketplace." -- Jim Kouzes, coauthor, The Leadership Challenge and Encouraging the HeartChairman, Tom Peters Group/Learning Systems
"A thought-provoking view of the huge impact of the Web lifestyle on brands and branding." -- Robert Herbold, EVP & COO, Microsoft Corporation.
Customer Reviews:
Disappointing advice.......2005-02-21
Perhaps with the benefit of hindsight, we can see the flaws in this book more clearly: far too many technology companies attempted to build their "brand" overnight and could not survive the dot-com crash.
Winkler's advice appears more suited to the internal efficiency processes of ad agencies than it does to the strategic guidance such agencies could provide their clients. If I were a technology advertiser, I would be very wary of taking the advice of this book. Given that Winkler Advertising no longer exists should be cause for concern for anyone considering her as an advisor.
There are many credible marketing/brand-building books on the market today, most of which can be found on Amazon. If you want to get solid advice you can trust from an ad agency, read Truth Lies & Advertising from Jon Steel, Eating the Big Fish and The Pirate Inside from Adam Morgan, or Under the Radar from Kirschenbaum & Bond.
Weak thinking.......2004-08-04
This book suggests that effective brands can be built overnight. It is very presumptuous, and also draws too heavily on the author's personal experiences. I don't know how many of her clients survived the dot-com crash on this thinking, but I would not bet my business on it. There are lots of brand-building books available on amazon.com (anything by David Aaker is a good bet) and you would be better served by more responsible advice from other sources.
Very Disappointing.......2001-12-21
I am involved and interested in marketing for high-tech companies and start-ups as a career and purchased this book to help me do very fast "branding" for a start-up. I was greatly disappointed to find most of the information relating to what is possible with technology such as fast information dissemination, and online collaboration, etc. That is good information for people who don't know this stuff is possible, but is not very useful for people looking for a marketing book that will tell you how to "brand" a product any faster than you would normally be able to do it.
I would label the book a "how to work more efficiently" type book for the advertising industry. Not at all useful given its title.
Insightful!.......2001-06-02
Advertising expert Agnieszka M. Winkler offers an insider’s perspective on how technology has changed marketing and advertising. Writing with clarity and confidence, she outlines the steps advertisers and marketers must take to keep pace. She cites high-profile companies like Dell Computers and Amazon as examples of brands that were built in months, not years. These examples illustrate her sometimes complex concepts, and make them more accessible. Unfortunately, she also devotes a large amount of space to what amounts to a commercial for an adverting software application that she’s trying to sell. But for readers who can stomach the pitch, we recommend this book to those who work in marketing, advertising, or related industries, and to those who are making the transition to technology-driven brand building. (Editor’s note: TeamToolz, one of the major resources covered in this book, is a pay-for-use service sold by the author.)
Not very useful information.......2000-09-28
The book assume and reader have a certain level of knowledge branding. It does not tell you how and why rather state only the what. The examples and case studies in this book is really pathetic. I feel that half of the book is certainly advertisement for the author's company. In conclusion, this book is definitely not worth reading if you do not have much time to spare.If you are serious about branding look somewhere else.
Amazon.com
Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.
Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.
Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone.
Book Description
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for brining cutting-edge products to progressively larger markets. This revised and updated edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
Customer Reviews:
Much ado about nothing.......2007-10-17
"Crossing the Chasm" is essentially about crossing a 'chasm' in the Technology Adoption Lifecycle.
There is, however, a major flaw with this idea. The Technology Adoption Lifecycle is a normal distribution and there are no chasms in normal distributions -- it is against the very definition of normal distributions.
Notwithstanding, I do think the author was before his time. If you graph the phenomenon he is talking about, it seems very similar to the Gartner Hype Cycle, and how to get you and your product through the Trough of Disillusionment.
Even Rogers in the fifth edition of his book, Diffusion of Innovations, denies the chasm suggestion.
If you are interested in technology adoption, give this one a miss.
Crossing the Chasm.......2007-10-04
You can tell that Geoffrey Moore had been overturned by the events of the 90s in that business communication just got a million times quicker. He has updated his contents but they are still lean towards that decade. None-the less they are timeless.
His content is beyond description it is so fantastic - informative and educational. I'm not recommending this book to any of my friends as I want to keep the sharp edge and knowledge to myself - sorry Geoff.
I have put my thinking and business in the fast lane after applying the ideas, which by the way, come with an little analogy that is so simple to follow (read the book to discover his trick) it is a must for every person who has a desire to be head and shoulders above the rest and win.
It beats marketing in the formal sense and offers down to earth ideas that really work. Thanks Geoffrey.
Mike Whitenburgh
Psychoanalyst.
Bridge the Gap.......2007-08-29
Moving from early market success to mainstream market leadership is indeed a critical step for the hitech industry and this book helps you cross the chasm in confidence. It'd be a good thing to read this book in conjuction with EIGHTSTORM: 8-Step Brainstorming for Innovative Managers.
I haven't received the book.......2007-05-13
I can not give you any feedback. I haven't received the book yet.
A classic for the library of every technology marketing executive.......2007-04-18
This book remains a classic on the shelf of just about every client - most of whom have incorporated Geoffrey Moore's approach toward vertical sales and marketing into their overall business strategy. No coincidence that Moore also sits on the advisory boards of so many technology companies. ;)
Average customer rating:
- Does not deliver
- Strong on branding, weak on selling technology
- This book is the bible of technology branding!
- This book is a MUST if you market/ make high tech products.
|
Technobrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products
Chuck Pettis
Manufacturer: AMACOM/American Management Association
ProductGroup: Book
Binding: Hardcover
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ASIN: 0814402437 |
Book Description
In TechnoBrands, Chuck Pettis introduces the first published step-by-step process for building brands. While modern day “branding” has been around for more than a century—everybody knows the power of names such as Coca-Cola, Microsoft, GE, Disney, Intel, or Nokia—very few people know the “secrets” of branding and how to successfully apply branding.
Filled with examples and insights from successful technology marketers, such as Hewlett-Packard, Microsoft, and Intel, TechnoBrands describes every step in the branding process, including: market research, creating the brand identity, applying the brand, and creating successful brand names.
While written from a technology product perspective, the proven branding process in TechnoBrands has been applied to consumer brands and non-profit organizations, with great success.
“Chuck Pettis has written an important book on a subject of great significance to technology companies of all types. Those who don’t grasp the meaning and value of the brand assets can only hope their competitors are equally naïve.”
-Roy E. Verley, Director, Corporate Communications, Hewlett-Packard
“Building strong brands is the only way to ensure enduring profitable growth. If this is your goal, read TechnoBrands.”
-Larry Light, President & CEO, Arcature Corporation
Customer Reviews:
Does not deliver.......2005-04-19
Technobrands is a book about branding new technologies. According to the author, techno branding is different from usual branding and needs a new approach. The book is supposed to introduce this new approach and make you, and your company, more successful.
The problem is that the book does not deliver. It is a series of generalitities strung together. The concept of technobrand is not defined and the differences with usual branding are not properly explained. There are no practical advice on branding (except the overly repeated advice to test your plans with focus groups). The author cites 'authorities' throughout the book and at the start of each chapter. I realized how desperate he was when he actually cited himself (chapter four).
Technobranding may be a good idea. But this book is not the place to learn about it.
Strong on branding, weak on selling technology.......2001-06-25
Mr Pettis does a fine job describing the positioning and branding needs of a high tech company. His advertising comments are somewhat dated by the current tech market space. But he misses the most important point on how to link these messages to actual sales. What we have learned in the dot com fallout is that branding is not revenue, advertising is not revenue, PR is not revenue, revenue is revenue.
This book is the bible of technology branding!.......1998-08-27
After doing a multitude of research on the subject of branding specific to technology products, I found very few established research results. However, Pettis' book accurately describes the differences between technology vs. consumer branding. In addition, he describes all of the steps you'll need to rollout an effective technobranding campaign, including how to get buy in from upper management. After speaking directly with branding managers from such major technology companies as Novell, I've found that TechnoBrands echoes their sentiments. TechnoBrands is a great book, and the authority on this subject.
This book is a MUST if you market/ make high tech products........1997-07-17
Reis & Trout's books are an excellent place to learn how to create a successful plan to market consumer products.
Marketing technical products is similar, but definitely not the same. (See chapter 3.)
"TechnoBrands" defines differences and provide practical advice. Chapter 6, for example, clearly explains how to crystalize your thoughts.
Add your common sense and brutal honesty to precise and accurate information and you have the recipe for a successful marketing strategy.
Book Description
This digital document is an article from Software Industry Report, published by Millin Publishing, Inc. on February 16, 1998. The length of the article is 1128 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: IBM DEMONSTRATES WORLD'S FIRST 1000 MHz PROCESSOR; COMMERCIAL PRODUCTION 2-3 YEARS AWAY.(Company Business and Marketing)
Publication:
Software Industry Report (Newsletter)
Date: February 16, 1998
Publisher: Millin Publishing, Inc.
Volume: 30
Issue: 4
Page: 9
Distributed by Thomson Gale
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