Mastering the Digital Marketplace, Douglas F. Aldrich, John Wiley & Sons, 1999
With the coming of the Internet, business practices have changed drastically. This book shows the reader, the corporate CEO more than the individual entrepreneur, how to survive, and even thrive, in the new electronic landscape.
Time is a very important commodity these days. Anything a corporation can do to save the time of their customers is a good thing. On the company web site, there should be a way to receive customer feedback. Even if it is negative, the company should act on that feedback immediately. (If a corporation that sells to the public doesn't have a web site, why not?)
One of the major factors fueling the new economy is the rise of the empowered consumer. There is now so much information available that companies can no longer get away with being less-than-truthful with the public.
Aldrich advocates the forming of a Digital Value Network (DVN), an always-changing group of businesses who use technology for the benefit of some end customer. Simply decreeing that your business now thinks, and works, at Internet speeds, is easier said than done; business inertia is a powerful thing. This book shows how to get from The Way It's Always Been Done to DVN.
The business rules have changed. This is a specialized book that does a very good job at illuminating the new digital marketplace.
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