Summary: Web Rules E-Book

BusinessNews Publishing

• Herausgeber: Business Book Summaries
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 36

Veröffentlichungsjahr: 2014

Beschreibung

The must-read summary of Tom Murphy's book: "Web Rules: How the Internet Is Changing the Way Consumers Make Choices".

This complete summary of the ideas from Tom Murphy's book "Web Rules" shows that the internet is changing the dynamics of the marketplace by placing the consumer firmly back in the driving seat. In recent times, big businesses and well-funded corporations have called the shots and made decisions on behalf of the consumers. But with the availability of the internet, consumers are seizing back the initiative to make their own decisions and take control of their own futures. In his book, the author provides a guide to navigating this evolution and how you can take advantage of the internet to influence the choices of your customers.

Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge

To learn more, read "Web Rules" and find out how you can benefit from the changing marketplace and the possibilities presented by the internet.

Leseprobe

Book PresentationWeb Rules: How the Internet Is Changing the Way Consumers Make Choices by Tom Murphy

Book Abstract

About the Author

Important Note About This Ebook

Summary of Web Rules: How the Internet Is Changing the Way Consumers Make Choices (Tom Murphy)

Section 1: 9 Key Concepts – The Impact of the Internet on Future Consumer Choices

Section 2: The 10 Key Rules For Building a Successful Internet Business

Book PresentationWeb Rules: How the Internet Is Changing the Way Consumers Make Choices by Tom Murphy

Book Abstract

MAIN IDEA

The Internet changes the dynamics of the marketplace by placing the consumer firmly back in the driving seat.

That represents quite a dramatic transition in the balance of power. In recent times, big business and well-funded corporations have called the shots, and made decisions on behalf of the consumers. But with the availability of the Internet, consumers are seizing back the initiative to make their own decisions and take control of their own futures – mainly because they’re now better informed and better equipped to search for viable alternatives.

For example, for an individual consumer to find the best bargain, they have to access reliable information about all the choices available in the marketplace. They also have to have the time to search, and the capability to compare one offer with any other cost effectively. The Internet makes that not only feasible, but even possible to be automated or run while something else is being done.

As a result of that transfer of control, the Information Age has the potential to deliver spectacular long-term benefits to consumers. Everything will change – from business and media through to finance, health care, entertainment, politics and education – as the implications of that change in control works its way through the economy.

In the final analysis, the empowerment of the customer is a return to the way business used to be, and the Web Rules are the guides around which that transition is taking place.

“There was a time when consumers had power. They expected to be treated well. They expected top quality goods. They expected the best possible prices. The customers were kings and queens. The customer was always right. And a merchant who didn’t respect those rules, well, he wasn’t a merchant very long.”

– Tom Murphy

About the Author

TOM MURPHY was the founding managing editor of CBS.MarketWatch.com and currently serves as editor-in-chief and vice president, product development for infoUSA.com. Mr. Murphy has also worked for Bloomberg News, the Associated Press, PR Newswire and Electronic Arts. He is a graduate of the University of California, Berkeley.

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of Web Rules: How the Internet Is Changing the Way Consumers Make Choices (Tom Murphy)

Section 1: 9 Key Concepts – The Impact of the Internet on Future Consumer Choices

1. The Internet returns power back to the consumer – where it belongs.

There was a time when consumers had real and meaningful marketplace power. For example, in the 1950s:

Family doctors made house calls, and became personally acquainted with the medical history of each member of the family.Bread trucks delivered freshly baked goods right to the door each day, in the same way fresh dairy goods were also delivered.Customers expected to be treated well in stores offering top-quality merchandise at the best possible prices.

In the intervening years, however, things changed. Corporate mergers meant that larger corporations arose, and profitability became the new imperative rather than service. Chain retailers emerged to exploit the efficiencies of bulk purchasing and standardized store formats. Price- and cost-efficiency outweighed customer satisfaction as the key metric by which business was evaluated.