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Název:		The Friction-Free Economy: Marketing Strategies for a Wired World
Autor:
Rok vydání:		1997
Identifikátory:		9780887308475

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Anotace:	Surpassing Traditional Expectations and Achieving Business Excellence in a Wired World. In the Wired World, notes Ted Lewis, former editor of IEEE Software and Computer magazine, traditional economic principles no longer apply: supply leads demand; companies give their products away; quality goes up while prices go down at accelerating rates. This, says Lewis, is the world of the friction-free economy, and while its effects are currently most visible in the high technology industry, all businesses will soon need to master its principles to survive. In The Friction-Free Economy: Marketing Strategies for a Wired World, Lewis guides the reader through the frequently counter-intuitive lessons of the friction-free economy. It is a world that features (virtually) infinite shelf space and (virtually) zero marginal costs; where companies target a Market-of-One and achieve a monopoly when they control 74 percent of the market; where product life is measured in months; and where consumers band together in a new form of tribalism. Lewis carefully outlines the key concepts of the friction-free economy - including mainstreaming, lock-in, and branding - and describes their application and results. Lewis also offers an acute examination of the current state of the wired economy and describes some of the most likely scenarios for its growth and development. Drawing on numerous examples and case studies from the high tech industry, Lewis shows how the principles of the friction-free economy are already at work, and documents the most effective strategies for any company - even the lowest of the low-tech, like restaurants and car dealerships - to compete and thrive in the Wired World. Using real-life examples from such cutting-edge companies as Microsoft, Intel, Netscape, Sega and Sony, Lewis examines: The phenomenon of speed: In the friction-free economy, new industries, products, and ideas circle the globe in record time. Your company is either quick or dead. The principles of a new era: Strategies that mark this new age are mainstreaming, building strategic alliances, and targeting tribes instead of the masses, to name a few. One must master these techniques or be left behind. The tricks of the trade: Sophisticated-sounding tools such as learning curves, marketing models and product-space disintegration determine life or death in this economy. They will soon be used universally by organizations industry-wide. The non-intuitive consequences of a digital economy: Inverse economics will replace diminishing returns; volume pricing will win out over premium pricing, and narrowcasting will overrule broadcasting, accumulating in a paradigm shift unlike anything we've witnessed since 1775. In a world where the traditional economic principles no longer apply, The Friction-Free Economy provides an understanding of the emerging dynamics and a workable, eminently practical blueprint for any company looking to survive and thrive in the 21st century.
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