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Computer software industry-Management-Case studies. Includes bibliographical references and index. Richard (), Wolfgang Niesielksi Cover Designer: Kurt Krames Manufacturing Director: Tom Debolski Library of Congress Cataloging-in-Publication Data Chapman, Merrill R., 1953In search of stupidity : over 20 years of high-tech marketing disasters / Merrill R. Chapman ISBN-13: 978-1-59059-721-7 Lead Editor: Jim Sumser Editorial Board: Steve Anglin, Ewan Buckingham, Gary Cornell, Jason Gilmore, Jonathan Gennick, Jonathan Hassell, James Huddleston, Chris Mills, Matthew Moodie, Dominic Shakeshaft, Jim Sumser, Keir Thomas, Matt Wade Project Manager: Elizabeth Seymour Copy Edit Manager: Nicole LeClerc Copy Editor: Kim Wimpsett Assistant Production Director: Kari Brooks-Copony Production Editor: Katie Stence Compositor: Dina Quan Proofreader: Elizabeth Berry Cartoon Artists: Marc F. In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters, Second Edition Copyright © 2006 by Merrill R. IN SEARCH OF STUPIDITY Over 20 Years of High-Tech Marketing Disasters SECOND EDITION This print for content only-size & color not accurate In Search of Stupidity OVER 20 YEARS OF HIGH-TECH MARKETING DISASTERS SECOND EDITION OVER 20 YEARS OF HIGH-TECH MARKETING DISASTERS In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters is the indispensable book for anyone who wishes to understand what companies do to fail, what they can do to avoid committing yesterday’s mistakes yet again, and who desperately desires to never ever see their company profiled in a sequel.
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And in this second edition you can read detailed analyses of what they did wrong and learn how you can avoid their tragic fates. You will marvel as Bill Gates manages to destroy more than two decades of magnificent image building in the space of a few brief days. You will live through the experience of the former CEO of once mighty Ashton-Tate running his company onto the rocks of fatally bad PR. You will be there as MicroPro, once the industry’s largest desktop software company, destroys itself by committing a fundamental positioning mistake. To help teach you this, In Search of Stupidity takes you on a fascinating journey from yesterday to today as it salvages some of high-tech’s most famous car wrecks. He’s observed that high-tech companies periodically meltdown because they fail to learn from the lessons of the past and thus continue to make the same completely avoidable mistakes again and again and again. (Rick) Chapman believes he has the answer (and the proof is in these pages).
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Firms such as Atari, DEC, IBM, Lanier, Wang, Xerox and others either crashed and burned or underwent painful and wrenching traumas you would have expected excellent companies to avoid. Unfortunately, as time went by it became painfully obvious that many of the companies Peters and Waterman had profiled, particularly the high-tech ones, were something less than excellent. N 1982 Tom Peters and Robert Waterman kicked off the modern business book era with In Search of Excellence: Lessons from America’s Best-Run Companies. A must read.” -Mike Bosworth Author of Solution Selling, Creating Buyers in Difficult Selling Markets and coauthor of Customer Centric Selling
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“A funny AND grim read that explains why so many of the high-tech sales departments I’ve trained and written about over the years frequently have homicidal impulses towards their marketing groups.