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3 of 3 people found the following review helpful
5.0 out of 5 stars Simply Spot On!, 9 May 2001
By A Customer
This book is ostensibly, about the world's most controversial marriage. No, not a celebrity power wedding, but the union of offline and online business. It seems not so long since books like this were urging businesses to flock to the web, but now the brakes are on. A new business model has risen from the ashes of the dotcoms: the marriage of bricks-and-mortar to the internet. Lindstrom whips readers through a potted history of the retail industry - the shopping evolution, as he terms it. A paragraph on the 1950s, half a page on the 1960s, a couple of case studies, a paragraph each on the 1980s and 1990s, and whammo, by page 10 we are into the age of the internet. But if detail is lacking, Lindstrom's argument is strong. By tracing the evolution of retail in this way he sets the scene for the e-tailing hype storm, pinpointing Christmas 1999 as the key test. "The 2000 holiday season told a graphic tale," he writes. "More than 90 per cent of e-tailers closed down in the period up to January, 2001." Each of the chapters in Clicks, Bricks and Brands is followed by a summary of the main points covered - useful for revision - and action points. For example, the action points at the end of The Power Shift (Chapter One), exhort the reader to do a SWOT analysis of their own and competitors' businesses. "Summarise your business's strengths, weaknesses, opportunities and threats. Determine what threats your offline or online store is facing from your competitors and what features would be most likely to lure your customers to your competitor." This is before we get into the substance of the book - the meat and potatoes of clicks and mortar. Even if it all seems a bit Cleo magazine (does your boyfriend really love you?), the self-analysis you will have accumulated by the end of the book should be formidable. The innumerable case studies are breezy, informative, well-written and succinct. By Chapter Five we are right down into the central proposition - that the best chance of success in the coming paradigm is the combination of clicks and mortar enterprises. The good news, though, is that the onus need not be carried by any single business. There are lots of case studies of partnerships involving an online service and bricks-and-mortar outfits. For example: "When Drugstore.com teamed up with Rite Aid, Drugstore.com suddenly gained 3500 distribution centres around the US. "Rite Aid, on the other hand, gained access to Drugstore. com's online databases and web presence." This book points the way for enterprises on the threshold of web presence. Lindstrom brings analysis, insight and market skill to an area that inspires fear in many, pointing out along the way that this fear could be a costly indulgence. He sets out a straightforward path to overcoming many of the obstacles that might otherwise lead 21st-century enterprises to the scrap heap. Simply Spot On!
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3 of 3 people found the following review helpful
5.0 out of 5 stars Essential reading for Internet experts, 28 July 2001
By A Customer
This book contained some great predictions for marketing in the future. Could this signal the end off pure online businesses? Marketers realize it is much more than just setting up a website. No one should be a pure online or offline company - the trick is to leverage from the best of both worlds. An organisation which fails to understand the impact of this dynamic balance will miss a huge commercial opportunity.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Excellence No One, 17 July 2001
By A Customer
Lindstrom is recognized as one of the masters of online branding. This book continues his excellence in the field. His focus on marketing from a strategic management perspective would be sufficient to make this book worth the price. However, he also includes significant online component, which add a tremendous amount of value for the modern manager or business student. Highly recommended
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1 of 1 people found the following review helpful
5.0 out of 5 stars A realistic look at the new economy, 10 Mar 2002
By A Customer
Many books about the Internet and business talk about how traditional offline businesses will die out due to the emergence of online shops. This will probably never be the case due to the experience that offline shopping brings. This book explores the idea of bringing online and offline businesses together in order to create a company that can appeal to all potential customers. This is the most realistic approach to the new economy that I have read about so far, and one that is already being implemented successfully by major corporations. The 20 odd page section on m-commerce is also very interesting and more comprehensive than any dedicated m-commerce book I have read.
Highly recommended.
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1 of 2 people found the following review helpful
5.0 out of 5 stars Inspiring and convincing. Plenty of Wow and even more How, 16 July 2001
By A Customer
There's plenty of expertise behind this book - and you can feel it. I'm convinced this is the way ahead. The end of every chapter summarises the action points and the online part is just great. This book contains tons of cool stuff on the future of how to merge off and online businesses. If you are already a believer of Lindstrom's privous books - you will love this book even more.
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0 of 1 people found the following review helpful
5.0 out of 5 stars Refreshing!, 11 July 2001
By A Customer
I attended a recent sales conference and purchased a copy of this book. I read it, I read it all, the first business book I have in a long time. The book focuses on the way off and online companies should merge. The true synergy between the two worlds. The book sticks to this core concept and gives many examples of successful companies that are using Martin Lindstrom's recommended techniques. For some this book will be a history book, but I suspect for many more it will be an eye opener for the future.
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