Patricia Seybold

Still an e-commerce novice? Patricia Seybold's latest book will help you ...

Still an e-commerce novice? Patricia Seybold's latest book will help you polish your on-line strategy. The book tackles the subject from the viewpoint of the all-important customer, pointing out holes in even successful companies' strategies. Seybold lays out the five steps to e-commerce success and the eight critical success factors to reaching that point, with detailed case studies of 16 famous and not-so-famous companies. Seybold uses personal anecdotes about her struggles to get excellent service to great effect. The case studies-on companies ranging from American Airlines Inc. and National Semiconductor Corp. to the National Science Foundation and Tripod Inc.-- are clearly laid out to help readers quickly absorb the message. For example, technical details concerning the profiled company are in a different typeface and set off from the rest of the material so that those who prefer can easily by-pass the techie stuff.