"The Daily Telegraph" Electronic Business Manual
Take Europe's leading electronic business publisher, Net Profit, add two-times
industrial editor of the year, David Bowen, mix rapidly in a high-pressure environment
and what do you get? The Electronic Business Manual--an exhaustive and expertly
written guide to making the Internet work for business.
"Ever since the Internet came into public consciousness, businesses of all
sizes have been wondering what to do about it. A handful have had wild success.
More have done well though not spectacularly. More yet have created a Web site
and wondered why they bothered. The great majority have done nothing."
Despite a proliferation of start-ups and the ongoing conversion of traditional
businesses to online commerce, many companies still don't know what to make of
it all. "Even a casual look at the electronic business activities of other
companies ... is likely to convince you that too many people have been moving
too fast with too little thought". Intent on changing that, the Electronic
Business Manual sets out to help business managers decide to what extent they
should be using the Internet and how they should go about doing it.
The preliminaries of getting online are dispensed with quickly and the Web's research,
information and shopping facilities covered in depth before the more complex,
practical concerns of planning an Internet strategy, creating a site, marketing
and selling are tackled. The book is hugely accessible, but not to the detriment
of deeper information. Material on brandbuilding, e-commerce and online opportunities
and threats are particularly enlightening and well researched.
Considering that one of the biggest challenges facing businesses new to the Internet
in early 2000 is going to be avoiding information overload, The Electronic Business
Manual's all-in-one approach is a godsend. Potential online entrepreneurs should
seriously consider making this book their Internet bible.
Iain Campbell - Amazon.co.uk
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