[.ca] Catch a Falling Knife: Strategic Thinking About the Web ... (ISBN 1553695607)

No nonsense Web advice...:
A must read for any executive who wants to stay in the game. Insightful and practical advice about the web, delivered unpretentiously with some light irreverent humor...caused a chuckle or two. A fast easy read for busy professionals. And best of all - no techno-babble - just straight talk.

Keep this at Your Desk:
Never having written a review before, I was compelled to do so after reading Steve King's "Catch A Falling Knife". In this book, readers are treated to a clear, understandable discussion about the Web and how to use it advantageously for business success. The information given is consise and up-to-date, engulfing you in the incredible number of areas that the Web can affect your marketing strategies. It is not merely a "How to" but an extraordinarily insightful book to be used as a reference resource that will enable you to create a Web strategy that actually works.

Great book, powerful insight using common sense:
This book makes several key points in terms of how to market a successful web campaign. Not only does Steve King provide a perspective that is understandable, it is presented as common sense. He explains that in order to market your business or product on the Web, you need to know your customer, bottom line. The biggest misconception that I used to share along with most IT professionals is that a website should be created by your IT staff. This may have been what was required as the Internet became popular over a decade ago, but chances are that your IT staff does not understand your target audience. Steve explains, "Right now, most companies we know view the Web first and foremost as a technology and not as a marketing channel." This book is short and to the point, definitely readable within an hour. Mr. King is able to explain in detail what the Web is to business and how a Website can be presented in such a way that it truly can bring a return on investment in greater numbers than planned for. This book is able to dissect the Web from yesterday and explain how it has become misunderstood today. Finally it includes a strategy going forward for designing a successful Website by marketing it correctly and understanding your customers as you take advantage of the most powerful medium in the world today.

Don't let the "Tech Weanies" Run Your Web Site!:
The author of this book seems to be from a technical background, but has managed to "catch on" to the marketing relevance of the Web. He makes a powerful argument for a web strategy in this clear and concise little book! He writes that a major part of Web site development requires that the site be viewed as a separate marketing channel for business. He also emphasizes that the behind-the-scenes business strategy should require or dictate that marketing, not IT, control the development of the web site. A successful web site must, in his words, be "customer-centric", and that the development of this site is too important to leave to the technically-minded. As more and more transactions occur over the Net, it is critical that a Web Site be an integral part of any business. This is a must-read book for any CEO, mid-level executive, and/or IT manager with Web responsibilities!

Are you charged with leading web initiatives? -- Must Read!:
This book takes only a couple of hours to read and will certainly pay back your time when you go about leading your comnpany down the path of using the web as a strategic marketing channel. Written for high level leaders (and those who want to be) of companies. Explains exactly why Marketing should be leading your web technology initiatives - not IT. Yes, IT is needed, but they do not know and guide the business like your Marketing arm does. Want to increase the bottom line? Then focus on your customers, whether they are internal or external, and involve them every step of the way. This book tells you how. Most excellent high level guidance and a recommended read.