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Googled: The End of the World as We Know It [Paperback]

Ken Auletta
4.0 out of 5 stars  See all reviews (6 customer reviews)

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Book Description

25 Feb 2010

There are companies that create waves and those that ride or are drowned by them. This is a ride on the Google wave, and the fullest account of how it formed and crashed into traditional media businesses. With unprecedented access to Google’s founders and executives, as well as to those in media who are struggling to keep their heads above water, Ken Auletta reveals how the industry is being disrupted and redefined.

Auletta goes inside Google’s closed-door meetings, introducing Google’s notoriously private founders, Larry Page and Sergey Brin, as well as those who work with – and against – them. In Googled, the reader discovers the ‘secret sauce’ of the company's success and why the worlds of ‘new’ and ‘old’ media often communicate as if residents of different planets. It may send chills down traditionalists’ spines, but it’s a crucial roadmap to the future of media business: the Google story may well be the canary in the coal mine.

Googled is candid, objective and authoritative. Crucially, it’s not just a history or reportage: it’s ahead of the curve and unlike any other Google books, which tend to have been near-histories, somewhat starstruck, now out of date or which fail to look at the full synthesis of business and technology.



Product details

  • Paperback: 400 pages
  • Publisher: Virgin Books (25 Feb 2010)
  • Language: Unknown
  • ISBN-10: 0753522667
  • ISBN-13: 978-0753522660
  • Product Dimensions: 21.4 x 13.4 x 3.2 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 553,518 in Books (See Top 100 in Books)

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Review

'At last, a book about Google that does not require readers to get in touch with their inner geek. The most important company of the internet era, and the most controversial new media company for a generation has deserved a more accessible account for the general reader. In the hands of Ken Auletta, media writer for The New Yorker magazine, it gets one.' --Financial Times

'Richly reported ... Auletta has provided the fullest account yet of the rise of one of the most profitable, most powerful and oddest businesses the world has ever seen' --San Francisco Chronicle

'I cannot wait to read Ken's book. He is a rare business journalist and author who manages to combine extraordinary access to the kings and queens of industry without ever compromising his editorial integrity. If anyone can shed light on the Google monster, it is Ken.' -- Michael Grade

'A telling portrait of a paradigm-altering company, which in 11 years has utterly transformed the business and media landscape' --New York Times

'Compelling' --The Economist

Book Description

A revealing, forward-looking examination of the outsize influence Google has had on the changing media landscape

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Customer Reviews

4.0 out of 5 stars
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
In this excellent study of the Google organization and its influence, ace media writer Ken Auletta combines Google's history with an analysis of what its success means to traditional publications and their advertising. He uses his high-level access to media industry moguls and tech insiders to flesh out the story. Readers who have closely followed the shifting journalistic landscape won't find surprises here, but for those seeking to make sense of shrinking newspapers and of all those ads in the right column of their Google search results, Auletta offers a thorough, absorbing backgrounder. getAbstract recommends his well-crafted book to investors and professionals seeking perspective on the changing media environment.
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1 of 1 people found the following review helpful
By Dr. Bojan Tunguz TOP 500 REVIEWER
Format:Paperback
I have read several books about Google over the years, and this one is certainly the best written of them all. This is not surprising - Ken Auletta is a writer, journalist and media critic for The New Yorker. His writing is of an exceptionally high quality and a pleasure to read. The book is also very well researched, with first-hand accounts from many of the key players at Google and other companies that prominently feature in this story. Many of the stories about Google's early years have been written about before in other books and articles, but there are also a substantial number of new, untold accounts. In particular, we get a better idea of who were the important early investors in Google and the order in which they supported the fledgling company. Several not-so-famous high-level operatives are profiled who had a substantial influence on Google's development. However, even though these profiles are not the typical puff-pieces that have come to dominate the popular business press, they are not all that critical and candid either. From the point of view of writing an interesting story this is somewhat to be expected. The triumvirate that runs Google despite their incredible business success is composed of three very geeky individuals that don't necessarily have the most exciting personalities. On the other hand certain other highly visible members of the Google hierarchy perform rather obscure functions in the company that are hard to get too excited about from the outsider's point of view. None of the books about Google that have come out so far provide us with the intriguing stories of what is really going on inside Google - clashing personalities, conflicting projects, dazzling new ideas, development dead ends, etc. Read more ›
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4.0 out of 5 stars the definitive history of Google 10 May 2011
Format:Paperback
Ken Auletta has produced the definitive history of Google, which is both balanced and thorough, taking us through the 12 years of Google's existence.
Google started as a search engine and has grown into a multi-billion dollar software, technology, advertising and media company all rolled into one.
Aulettas' book explains some of how "new" media works, and where it could be heading.
He produced the book based on hundreds of interviews with Google founders and partners (employees), but it is no PR exercise, he is not shy of bringing up Google's faults, as well as its spectacular successes.
Ken Auletta is a respected business author and journalist, who has previously written best sellers on Microsoft, Wall Street, and the US TV networks.
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