In search of stupidity : over 20 years of high-tech marketing disasters
著者
書誌事項
In search of stupidity : over 20 years of high-tech marketing disasters
Apress , Distributed to the book trade in the United States by Springer-Verlag, c2003
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
In Search of Stupidity is National Lampoon meets Peter Drucker. In Search of Stupidity is a funny and well written business book that takes a look at some of the most influential marketing and business philosophies of the last twenty years and, through the dark glass of hindsight, provides a educational and vastly entertaining examination of why they didn't work. And make no mistake, most of them did not work. Richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time marketing wizard Richard Chapman takes readers on a hilarious ride through the last twenty years. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now famous meetings and events) In Search of Stupidity takes a no holds barred look at the uncreative and hopeless marketing ideas surrounding the technology industry. It offers clear, detailed analysis of what happened, why, and what you can do to avoid acting stupidly in the future.
This book offers unique insights into the avoidable mistakes made by some of the country's largest and best known high tech companies as well as succinct, to-the-point advice on how companies can avoid acting stupidly. It is aimed at people in the high tech industries, both software and hardware sides of the business. The software side is more heavily represented since software is more glamorous and highly covered than the hardware. Because it is a business book, I believe it also has appeal to the general business book market and the title should attract anyone interested in the various marketing disciplines.
目次
Foreword by Joel Spolsky * Introduction * First Movers, First Mistakes: IBM, Digital Research, Apple and Microsoft * The Big Bang - Altair, IBM and Apple * Great Green Rising - Digital Research and Microsoft * A Rather Nutty Tale: IBM and the PC Junior * Positioning Puzzlers: MicroPro and Microsoft * Death by Doppelganger - MicroPro * Two Software Nags - Windows 95 vs NT * We Hate You, We Really Really Hate You: Ed Esber and Ashton-Tate * The Idiot Piper: OS/2 and IBM * Frenchman Eats Frog, Chokes to Death: Borland and Phillipe Kahn * Brands for the Burning: Intel and Motorola * The Great Pentium Bunny Roast - Intel Inside * Digital DNA - A Day in the Life of Alfred E. Motorola * From Godzilla to Gecko: The Long, Slow Decline of Novell * Ripping PR Yarns: Microsoft and Netscape * Bill Gates vs. the DOJ - Sometimes We All Go a Little Bit Crazy * Netscape and Marc Andreessen - Will You Please Just Shut Up?- Purple Haze All Through My Brain: The Internet and ASP Busts * Child of the Sixties - The Internet * The Last Days of Disco - The ASP Craze * Appendix A: Stupid Development Tricks * Appendix B: Glossary of Terms.
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