The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World

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9780070410459: The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World

The growing power of the Internet as a publishing platform is becoming greater by the day. This text offers a discussion of the business issues that will govern the cyber-age and prescribes what businesses can do in order to succeed in an Internetworked world. The book concentrates on the changes that will impact all aspects of business; features case studies and data from publishing industry research; and contains real-life anecdotes, examples and interviews with people on the frontline.

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Review:

According to Chuck Martin there are two types of people: those who think the Net might be a really big thing, and those who know the Net is revolutionizing the world. In The Digital Estate, Martin provides a blueprint for success in our increasingly wired world, explaining in clear and readable prose how businesses can utilize the Internet and other new technology. His main point is that businesses must break the old molds and think about what they do in an entirely new way. Each chapter is liberally sprinkled with anecdotes about visionary companies creating their presence on the Internet, and an index lists more than a hundred URLs of featured businesses.

From the Back Cover:

The Internet is changing E-V-E-R-Y-T-H-I-N-G. If you think this is an exaggeration, you have not read The Digital Estate. What kind of world is this where consumers decide whether or not to view advertising? Where they may even help write it? Where real stores fade away and virtual shopping malls spring up overnight? Where corporate Goliaths quake before they start up Davids? Welcome to the Digital Estate-says cybervisionary and media guru Chuck Martin-where the rubber meets the road on the Information Superhighway. Here, Martin analyses why: The past was static. The present is interactive. Consumers used to be passive, mass target. Now consumers tell you how to sell to them-individually. The past was local. The present is global. A Minneapolis Webcaster receives 2000 pieces of E-mail each day, some from as far away as Sri Lanka and Australia. The past was m money. The future is E-cash. Microtransactions can make multimillionaires. Find out why new players insist, "The playing field is level. This is the new frontier." The cyber-revolution is transforming our world and to help you rise to its new challenges, Chuck Martin's The Digital Estate provides its own virtual chapter (an interactive Web site) and 100 business Netiquette rules-including Rule 100: "Be an active participant in building the environment."

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