In search of stupidity

Over 20 years of high-tech marketing disasters

Merrill R. Chapman

264 pages, parution le 12/08/2003

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Résumé

In Search of Stupidity is National Lampoon meets Peter Drucker. 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 an educational and vastly entertaining examination of why they didn't work the for many of the country's largest and best known high tech companies. 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 is a no-holds-barred look at the best of the worst hopeless marketing ideas and business decisions in the last twenty years of the technology industry.

Introduction
First Movers, First Mistakes
A Rather Nutty Tale
Positioning Puzzlers
We Hate You, We Really Really Hate You
The Idiot Piper
Frenchman Eats Frog, Chokes to Death
Brands for the Burning
From Godzilla to Gecko
Ripping PR Yarns
Purple Haze All Through My Brain: The Internet and ASP Busts

Glossary of terms
Selected Bibliography
Index

L'auteur - Merrill R. Chapman

Merrill R. (Rick) Chapman has worked in the software industry since 1978 as a programmer, salesman, support representative, senior marketing manager, and consultant for many different companies, including WordStar (really MicroPro, but no one remembers the name of the company), Ashton-Tate, IBM, Inso, Novell, Bentley Systems, Berlitz, Hewlett-Packard, and Ziff-Davis. His first computer was a Trash One (you antiques out there know what that is) and he began his career writing software inventory management systems for beer and soda distributors in New York City. He is the author of The Product Marketing Handbook for Software, co-author of the Software Industry and Information Association's US Software Channel Marketing and Distribution Guide, and periodically writes articles about software and high tech marketing for a variety of different publications.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Apress
Auteur(s)	Merrill R. Chapman
Parution	12/08/2003
Nb. de pages	264
Format	16 x 23,5
Couverture	Relié
Poids	615g
Intérieur	Noir et Blanc
EAN13	9781590591048
ISBN13	978-1-59059-104-8