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In Search of Stupidity: Over Twenty Years of High Tech Marketing Disasters, 2nd Edition View Larger Image | Merrill R. Chapman
Apress, Paperback, 2nd edition, Published October 2006, 408 pages, ISBN 1590597214 | List Price: $24.99
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In Search of Stupidity: Over Twenty Years of High-Tech Marketing Disasters,
Second Edition is National Lampoon meets Peter Drucker. It's a funny and
well-written business book that takes a look at some of the most influential
marketing and business philosophies of the last twenty years. Through the dark
glass of hindsight, it provides an educational and entertaining look at why
these philosophies didn't work for many of the country's largest and best-known
high-tech companies.
Marketing wizard Richard Chapman takes you on a hilarious ride in this book,
which is richly illustrated with cartoons and reproductions of many of the actual
campaigns used at the time. Filled with personal anecdotes spanning Chapman's
remarkable career (he was present at many now-famous meetings and events), In
Search of Stupidity, Second Edition examines the best of the worst marketing
ideas and business decisions in the last twenty years of the technology industry.
The second edition includes new chapters on Google and on how to avoid stupidity,
plus the extensive analyses of all chapters from the first edition. You’ll
want to get a copy because it
- Features an interesting preface and interview with Joel Spolsky of "Joel
on Software"
- Offers practical advice on avoiding PR disaster
- Features actual pictures of some of the worst PR and marketing material
ever created
- Is highly readable and funny
- Includes theme-based cartoons for every chapter
Table of Contents
Foreword to the Second Edition
Foreword to the First Edition
About the Author
About the Artists
Acknowledgments
Preface
Chapter 1 Introduction
Chapter 2 First Movers, First Mistakes: IBM, Digital Research, Apple, and Microsoft
Chapter 3 A Rather Nutty Tale: IBM and the PC Junior
Chapter 4 Positioning Puzzlers: MicroPro and Microsoft
Chapter 5 We Hate You, We Really Hate You:
Ed Esber, Ashton-Tate, and Siebel Systems
Chapter 6 The Idiot Piper: OS/2 and IBM
Chapter 7 Frenchman Eats Frog, Chokes to Death:
Borland and Philippe Kahn
Chapter 8 Brands for the Burning:
Intel, Motorola, and Google
Chapter 9 From Godzilla to Gecko: The Long, Slow Decline of Novell
Chapter 10 Ripping PR Yarns:
Microsoft and Netscape
Chapter 11 Purple Haze All Through My Brain:
The Internet and ASP Busts
Chapter 12 The Strange Case of Dr. Open and
Mr. Proprietary
Chapter 13 On Avoiding Stupidity
Chapter 14 Stupid Analyses
Afterword: Stupid Development Tricks
Glossary of Terms
Selected Bibliography
Index
About the Author
Merrill R. (Rick) Chapman is the author of the first edition of this book.
He has worked in the software industry since 1978 as a programmer, salesman,
support representative, senior marketing manager, and consultant for many different
companies, including WordStar (really MicroPro, but no one remembers the name
of the company), Ashton-Tate, IBM, Inso, Novell, Bentley Systems, Berlitz, Hewlett-Packard,
and Ziff-Davis. His first computer was a Trash One (you antiques out there know
what that is), and he began his career writing software inventory management
systems for beer and soda distributors in New York City. He is the author of
The Product Marketing Handbook for Software, coauthor of the Software
Industry and Information Association's US Software Channel Marketing and
Distribution Guide, and periodically writes articles about software and
high-tech marketing for a variety of publications.
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