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O książce

The Cluetrain Manifesto burst onto the scene in March of 1999 with ninety-five theses nailed up on the Web. Within days, www.cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. Soon, executives across the country were lining up to sign the manifesto. This is the book that delivers on that buzz.

Written by four of the liveliest voices on the Web, The Cluetrain Manifesto illustrates how, through the Internet, people are discovering and inventing new ways to share knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.

The Cluetrain Manifesto gets its name from a veteran executive from a now defunct Fortune 500 firm describing his company's plummet by saying: "The clue train stopped here four times a day for ten years and they never took delivery." In other words, they didn't seize the opportunities that were before them, fell out of touch with their market, and lost to the competition as a result.

The Cluetrain Manifesto takes you deeper into the new order of business than any other book this decade, presenting a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire. Business as usual is gone forever-this is your wake-up call.

Stan

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Spis treści

Section One : Operations Strategy and Managing Change

1. Introduction to the Field
2. Operations Strategy and Competitiveness /TN2. Learning Curves
3. Project Management Section Two : Product Design and Process Selection
4. Process Analysis /TN4. Job Design and Work Measurement
5. Product Design and Process Selection : Manufacturing TN5. Facility Layout
6. Product Design and Process Selection : Services /TN6. Waiting Line Management
7. Quality Management /TN7. Process Capability & Statistical Quality Control
8. Operations Consulting and Reengineering Section Three : Supply Chain Design Managerial Briefing 9.E-Ops©
9. Supply Chain Strategy
10. Strategic Capacity Management TN10. Facility Location
11. Just-in-Time and Lean Systems Section Four : Planning and Controlling the Supply Chain Managerial Briefing 12Enterprise Resource Planning Systems
12. Forecasting and Demand Management
13. Aggregate Sales and Operations Planning
14. Inventory Control
15. Material Requirements Planning
16. Operations Scheduling TN16. Simulation
17. Synchronous Manufacturing and Theory of Constraints

SUPPLEMENTS

A Linear Programming with the Excel Solver
B Financial Analysis
C Operations Technology

APPENDICES

A Answers to Selected Problems
B Uniformly Distributed Random Digits
C Normally Distributed Random Digits
D Areas of the Standard Normal Distribution
E Areas of the Cumulative Standard Normal Distribution
F Negative Exponential Distribution: Value of e–X
G Interest Tables

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O książce

"The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller

Spis treści

About the Book ix

Chapter 1 Built to Change 1

Part 1 Mandate: Build the Customer's Community 

Chapter 2 Grow the Masterbrand Community 27
Chapter 3 Interactivate the Brand.comm 59
Chapter 4 Extend the Online Community 89
Chapter 5 Masterbrand: Sun Microsystems 109

Part 2 The Inside Job: Coach the Customer's Team
 
Chapter 6 Coach the Customer's Team 121
Chapter 7 Organize to Brand-Build 151
Chapter 8 Masterbrand: Charles Schwab & Co. 177
Chapter 9 Unify the Diverse Community 187

Part 3 The World Outside: Maneuver the Masterbrand
 
Chapter 10 Outbrand the Competition 213
Chapter 11 Masterbrand: America Online 243
Chapter 12 Interglocalize the Masterbrand 253
Chapter 13 Moving Forward with the Mandate 273

Epilogue 295
Endnotes 297
Additional Sources 305
Acknowledgments 309
Index 311
About the Authors 323

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Spis treści

1. Introducing the Concepts.
2. The Context of Managing Strategically.
3. Assessing Opportunities and Threats: Doing an External Analysis.
4. Assessing Strengths and Weaknesses: Doing an Internal Analysis.
5. Functional Strategies.
6. Competitive Strategies.
7. Corporate Strategies.
8. Strategic Management in Other Organization Types.  

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O książce

In Free Prize Insule, Seth Godin is back with practical advice on how to put Purple Cow thinking to work inside your organization (big or small, profit or non) to MAKE SOMETHING HAPPEN. The next big marketing idea is a proven strategy for making your products or services so remarkable that they practically sell themselves.

Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?

Free Prize Inside delivers those answers and much more. It's a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But today's consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovation—a free prize inside.

You don't have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You don't have to be a genius—you just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.

We're all marketers now, no matter what our job titles. With Godin's help, we can find the free prize that will transform our companies.

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O książce

How to create an organizational culture that promotes brand image and builds customer loyalty

Nothing can undermine a brand's reputation or lose a customer faster than a bad customer/brand rep interaction. That's why, as the authors of this groundbreaking book clearly demonstrate, one of the biggest challenges facing top management at brand-reliant companies is to ensure that their whole organization, especially those staff members who interact directly with customers, "live the brand." With the help of case studies chronicling the success (and failure) stories of several international brand giants, the authors develop a comprehensive framework that managers can use to evaluate customer brand expectations and create a branded service culture that meets or exceeds those expectations, every time. Among other things, readers learn proven techniques for enlisting a sales force, call service, shop floor, and even the entire boardroom into doing their parts to promote brand loyalty.

Author Biography: Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. William Gordon (London, UK) works as Partner in Strategy for Accenture in London.

Spis treści

Dedications.
Quotation.
Acknowledgements.
Publisher's Note.
Preface.
Foreword.
THE BRAND MANNERS BOOK OF LIFE.
'Manners Maketh Man'.

Customers - The Brand Promise and Individual Brand Manners.

Corporations - Happy Surprises.

The Tesco Story.

THE BRAND MANNERS WAY.

The Self-confident Organisation.

Brand Manners Approach.

Brand Manners in Action.

The Orange Story.

THE BRAND MANNERS IMPROVEMENT CYCLE.
Section One: Individual Behaviour.

Conditioning Creates Brands.

How Boundaries Create Self-confidence.

Making the Most of Habits.

Reducing Stress in the Organisation.

Section Two: Encounters.

Being Ready to Defend the Brand.

Minimising Corporate Distance.

Managing the Irrational.

How Trust Fits In.

Section Three: The Brand Promise.

High Tech, High Touch in Branding.

Dealing with the New Consumerism.

How Brand Problems can be Part of the Solution.

Protecting the Brand.

Section Four: 'Happy Surprises'.

How Defining Gestures Build Brands.

Really Listening Adds Real Value.

The Power of Customer Pledges.

Moments of Truth.

Section Five: 'Feeling Good'.

Defining Outstanding Customer Service.

The Importance of Under-promising and Over-delivering.

How Enabled Employees can Deliver for Customers.

Recruiting in Line with the Brand's Values.

THE BRAND MANNERS HOW-TO GUIDES.
The Chief Executive Officer.

The Marketing Director.

TheEmployee.

Management.

Customers.

Conclusion.
Quotation.
Bibliography.
Webography.
Index.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Pozycja obowiązkowa dla wszystkich zainteresowanych zarządzaniem i budowaniem organizacji uczących się.

Spis treści

Introduction to the Paperback Edition ix
Some Tips for First-Time Readers xxi

PART I HOW OUR ACTIONS CREATE OUR REALITY... AND HOW WE CAN CHANGE IT

1 ""Give Me a Lever Long Enough . . . and Single-Handed I Can
2 Does Your Organization Have a Learning Disability? 17
3 Prisoners of the System, or Prisoners of Our Own Thinking? 27

PART II THE FIFTH DISCIPLINE: THE CORNERSTONE OF THE LEARNING ORGANIZATION

4 The Laws of the Fifth Discipline 57
5 A Shift of Mind 68
6 Nature's Templates: Identifying the Patterns That Control Events 93
7 The Principle of Leverage 114
8 The Art of Seeing the Forest and the Trees 127

PART III THE CORE DISCIPLINES: BUILDING THE LEARNING ORGANIZATION

9 Personal Mastery 139
10 Mental Models 174
11 Shared Vision 205
12 Team Learning 233

PART IV PROTOTYPES

13 Openness 273
14 Localness 287
15 A Manager's Time 302
16 Ending the War Between Work and Family 306
17 Microworlds: The Technology of the Learning Organization 313
18 The Leader's New Work 339

PART V CODA

19 A Sixth Discipline? 363
20 Rewriting the Code 364
21 The Indivisible Whole 368

Appendix l: The Learning Disciplines 373
Appendix 2: Systems Archetypes 378
Notes 391
Acknowledgments 411
Index 414