UK Category Manager - entertainment at QXL.com
18 April 2001 12:53pm
I'm after a good general book on ecom or brick and clicks best practices etc.
I have a copy of Kotlers - European principles of marketing that I think is great- perhaps you can suggest something???
Managing Director at Steelside
19 April 2001 09:48am
If you're after a Marketing/Branding book, you have to go for "Positioning - The Battle for your Mind" (by Jack Trout & Al Ries).
They've just released a 25th anniversary edition and updated certain sections to incorporate more recent brands/companies
An excellent "first principles" approach to launching and maintaining a brand and relevant to any industry. In terms of actionable, practical solutions, they put theorists like Kotler in the shade.
On 12:53:47 18 April 2001 silver14 wrote:
>I'm after a good general book on ecom or brick and clicks
>best practices etc.
>I have a copy of Kotlers - European principles of
>marketing that I think is great- perhaps you can suggest
CTO at Econsultancy
24 April 2001 11:42am
Another book by Al Ries that I have just read is "11 Immutable Laws of Internet Branding". The book is actually by Al Ries and Laura Ries whom I assume is his daughter/wife.
The book covers some interesting and valuable internet branding issues, but does raise some very controversial points about the future success of large brands. Al Ries suggests that large brands such as Amazon by diversifying are going to fail. I am not quite sure how applicable this necessarily is i.e. Virgin, but there is some value in the book nonetheless.
Anway, a relatively good read.
CEO at Econsultancy
24 April 2001 19:49pm
Not sure I can think of anything that is general that is also good... There is increasingly a polarisation into books that are either more business strategy lead (sometimes interesting but often of little practical use) or focus more on specific disciplines or even sectors.
There are a few useful white papers on best practice out there that I would recommend. Do a search in the white papers section to get some pointers (http://www.e-consultancy.com/knowledge/whitepapers/search.asp?search_type=simple&keywords=best+practice)
In particular I would look at the McKinsey white paper "E-performance: The path to rational exuberance" (http://www.e-consultancy.com/knowledge/whitepapers/whitepaper_view.asp?id=249) and the Accenture / Onlight Insight eBranding Study (http://www.e-consultancy.com/knowledge/whitepapers/whitepaper_view.asp?id=312)
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