Do You?: Business the Yahoo! Secrets of the World's Most Popular Internet Company

Overview

Do You? Business the Yahoo! Way One: Understand the Medium and Its Message Two: People Over Technology, Community Over Computers Three: Build Local Communities in the Global Village Four: Give Users Plenty of Reasons for Repeat Visits Five: Partner with the Best Six: Buy What You Need Seven: Brand It! Eight: Promote the Hell Out of it Nine: Create a Dynamic Corporate Culture Ten: Stay Paranoid In another five years the Internet population is projected to be the same as that of China. Fact is Yahoo! is more than ...
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Overview

Do You? Business the Yahoo! Way One: Understand the Medium and Its Message Two: People Over Technology, Community Over Computers Three: Build Local Communities in the Global Village Four: Give Users Plenty of Reasons for Repeat Visits Five: Partner with the Best Six: Buy What You Need Seven: Brand It! Eight: Promote the Hell Out of it Nine: Create a Dynamic Corporate Culture Ten: Stay Paranoid In another five years the Internet population is projected to be the same as that of China. Fact is Yahoo! is more than just a name. It has become the signature of a cool place to go on the Web. More inspiration from Capstone: Business the Amazon.Com Way Secrets of the World's Most Astonishing Web Business Nothing But Net: Business the Cisco Way Secrets of the Company that Makes the Internet It's a Wired, Wired World: Business the AOL Way Secrets of the World's Most Successful Web company Be Direct: Business the Dell Way Secrets of the World's Best Computer Business Cold Calling: Business the Nokia Way Secrets of the World's Fastest Moving Company

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Product Details

  • ISBN-13: 9781841121116
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/8/2001
  • Series: Big Shots Series , #5
  • Edition number: 1
  • Pages: 192
  • Product dimensions: 5.77 (w) x 8.80 (h) x 0.91 (d)

Meet the Author

Anthony Vlamis is a freelance writer and publishing consultant with over twenty five years of management and editorial experience in business and professional publishing. He is the author of Webster's New World Office Professional's Desk Book and Smart Leadership, an Executive Briefing published by the American Management Association. Bob Smith is a writer and journalist with over fourteen years experience in the publishing and news world. He was the first webmaster at American Management Association International in New York City. He also headed the association's human resources newsletter and developed several new products in electronic formats. A founder of McFadden Communications, Bob is responsible for web management, sales and marketing, and production. He has edited several business magazines.

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Read an Excerpt

There are hundreds of millions of pages of content available on the Web, and it is growing at a triple-digit rate yearly. So how do the online media moguls at Yahoo! maintain their lead in this hot-growth, technology-based medium called the internet?

By serving as human guides to the information superhighway. It's not about the technology, not here. Yahoo!'s search engine is neither the fastest nor arguably even the best - a fact most portal visitors would probably dispute. Yet the perception is that Yahoo! is the best. A few years ago even Tim Koogle thought so. The CEO was caught by surprise once at an industry conference when a competitor bragged about how his company's searches were seconds faster than Yahoo!'s. As soon as he was able, he caught up with Jerry Yang and asked, "Is that true?" (Fortune, March 2 1998). Of course, it was. Yang knew this to be true, but he didn't care that much. Koogle eventually came to learn why. Fact is, speediest or not, more people go to Yahoo! every month than go to AOL, or any other portal, because lovers of the internet may not be the technophiles that started it. More and More, it's the millions of new users who get on the Internet each year and keep coming back to a site. It's mind share. And it thrives on the human touch.

The war of the search engines - now turned to portals - is not about the speed race. It's about winning the hearts and minds of internet users - (Yahoo!'s) mind share as it's more commonly known - is winning over competitors such as Lycos, Excite, Infoseek, and AOL to name a few.

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Table of Contents

Dedication and Acknowledgments
Introduction: Yahoo! We're Rich! 1
1 Understand the Medium and its Message 17
2 People over Technology, Community over Computers 37
3 Build Local Communities in the Global Village 51
4 Give Users Plenty of Reasons for Repeat Visits 73
5 Partner with the Best 99
6 Buy What You Need 121
7 Brand It! 139
8 Promote the Hell out of It 157
9 Create a Dynamic Corporate Culture 179
10 Stay Paranoid 195
Afterword 221
Index 223
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