Now or Never : How Companies Must Change to Win the Battle for Internet Consumers

    The battle for the 21st century is now clear:inside,traditional brick and mortar companies are digging in for the fight of their lives; outsidde,a tihgtening circle of dot.com upstarts threaten to transform every feature of the economy.Is the war Now or Never.
Mary Modahl is vice president of research at Forrester Research Inc,the Leading provider of primary research,market analysis,and strategic guidance in the area of electronic commerce.She has been profiled in the Wall Street Journal and Wired magazine and has appeared as a guest on CBS,National Public Radio,CNN,and CNBC.Ms.Modahl lives near Boston with her husband and two children.

Acknowledgments
Preface
Introduction
Part 1:Understanding Internet Consumers
1.Why Consumers Buy On-Line
2.Using Techongraphics to Target Intrnet Consumers
3.Reaching Early Adopters
4.The Battle for the Mainstream
5.Avoiding the laggard trap
Part 2:Exploiting Internet Business Models
6.The Internet's Impact on Competition
7.What Makes Internet Business Models So Difficult
8.Creating Company Value
Part 3:Defying the Gravity of the Old Ways of Doing Business
9.Thriving on Technology Change
10.Coping With Internet Channel Conflict
11.Funding,Organization,and Leadership
12.The Will to Win
Appendix:Technographics Methodology
Endnotes
Index