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Audio book description
The biggest, most important issue in business today - becoming digital - touches not only traditional enterprises but the most avant-garde of Internet companies as well. Old-economy companies must take steps to avoid becoming victims of capitalism's creat…

Audio book description
As more companies and consumers turn to the Web with their dollars, the success of e-commerce depends upon the creation of a new set of standards. Jay Tenenbaum, Chairman and Chief Scientist of Cngroup, describes tomorrow's Web and how the creation of standardized forms and documents will open up a world of information and services like never before. The Web, he explains, will be rivaled only by itself, and therefore, a business that is not online will soon be nowhere at all.

Audio book description
Alex Thompson, 31, is a pioneer in interactive television. Her company, Mixed Signals Technology, places data in-between the broadcast video frames on shows such as Wheel of Fortune and Jeopardy so that viewers at home can play along with the on-air contestants. And advertisers can collect information about just exactly who out there is watching...and playing. Thompson was selected to Technology Review 's list of 100 Top Young Innovators. At the daylong conference announcing those chosen, Audible's John Barth sat down with this under 35, cutting-edge thinker to discuss her work. Technology Review is MIT's magazine of innovation.

Audio book description
This article from Harvard Business Review explores the difficult challenge the Internet poses for established businesses and draws guidelines for companies on the verge of entering the electronic community. The author explores how to establish the Internet channel, pirating the value chain, creating digital value, and creating a customer magnet. This article, which originally appeared in the March-April 1998 Harvard Business Review, is offered in audio form exclusively through Audible.

Audio book description
Changes in U.S. trademark law, the widespread adoption of the Internet, and an intensified interest in branding have combined to make desirable company and product names seem increasingly unattainable. Few companies today have embarked on a naming effort that has not proven to be frustrating at best, and useless at worst. S.B. Master addresses key current topics in naming including naming vs. branding, determining the optimal number of names, domain name issues, linguistic missteps, and getting the most out of your trademark attorney. Taking her examples from among top Master-McNeil clients - including Compaq Computer, Cisco Systems, General Motors, Walmart, and Microsoft - Master demonstrates the knowledge and insight needed to turn your next naming crisis into a marketing triumph.