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Now or never: winning the battle for internet consumers – review


Title: Now or Never: How companies must change to win the battle for internet consumers
Author: Mary Modahl
Publisher: HarperCollins, 2000
ISBN: 1-58799-041-5

Buy this book from the TrainingZONE - Blackwells bookshop.

In the aftermath of the burst dot com bubble, the issue of what to do about the Web rears higher than ever for large companies who rely on consumer sales. If you are grappling with the strategy for a major player, or if you are responsible for making it work, you will get a great deal of valuable information and insight about the task you face
from this book.

If you are selling business to business, this book may not be worth the hours it will take to absorb it, for the few gems that translate to the world of commerce.

Largely based on a substantial body of research carried out by Forrester Research while Mary Modahl worked with them, the book contains a wealth of empirical data. I imagine that buying the appropriate Forrester reports would cost a great deal more than the book.

The book is divided into three parts. The first part provides an in depth study of US internet consumers, based on a segmentation labelled as Tecnographics. Part two deals with the competitive opportunity offered by the Web. Part three offers help in dealing with the inevitable channel conflict. Now or Never has a very pertinent title for
those who are struggling to marry traditional routes to market with those of the new media.

Clive Miller
SalesSense - the intelligent approach to sales success
Telephone +44 (0)118 933 1357 Fax +44 (0)118 933 3286
By Post: Farbrook, Mortimer, Reading, RG7 2EY, UK


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