Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results.
For decades, marketers have been taught to carefully plan ahead because "you must get it right - it's too expensive to change." But, in the age of the Web, you can know in hours whether your strategy's working. Today, winners don't get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quickly... then fix it, just as quickly!
In this book, Internet marketing pioneer Mike Moran shows you how to do that - step-by-step and in detail. Drawing on his experience building ibm.com into one of the world's most successful sites, Moran shows how to quickly transition from "plan then execute" to a non-stop cycle of refinement. You'll master specific techniques for making the Web's "two-way marketing conversation" work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools...