Do It Wrong Quickly How the Web Changes the Old Marketing Rules or The LabVIEW Style Book

Do It Wrong Quickly, How the Web Changes the Old Marketing Rules

Author: Mike Moran

"What's the one thing companies care about? Conversion. Getting potential customers to convert into real, actual, customers. But how do you do that in a world of Facebook, Google, YouTube, blogs, and Flickr? Mike Moran shows you how—by trying lots of little things, studying the results, learning quickly from your failures, and doing it all over again. He gives you a framework for getting over your fears of talking with your customers without a committee to protect your behind. Great book."

–Robert Scoble
Video blogger of the Scoble Show and Co-author of the top-selling corporate blogging book, Naked Conversations

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 marketingconversation” work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it…achieving unprecedented efficiency, accountability, speed, and results.

• 
  The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneur
• 
  Learn more from your customers–and learn it faster
• 
  Systematically measure online marketing results–and improve them
• 
  Create deeper relationships with your customers on the Web
• 
  Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools
• 
  Build a lean, mean conversion machine
• 
  Preview new innovations you’ll be implementing next year and the year after
• 
  Overcome the organizational, political, and personal obstacles that keep marketers doing things the “old-fashioned” way

Foreward xv

Preface xvii

Acknowledgements xxiii

About the Author xxvii

Part 1: That Newfangled Marketing 1

Chapter 1: They’re Doing Wonderful Things with Computers 3

Chapter 2: New Wine in Old Bottles 21

Chapter 3: Marketing Is a Conversation 55

Part 2: That Newfangled Direct Marketing 103

Chapter 4: Going Over to the Dark Side 105

Chapter 5: The New Customer Relations 149

Chapter 6: Customers Vote with Their Mice 211

Part 3: That Newfangled You 253

Chapter 7: This Doesn’t Work for Me 255

Chapter 8: This Won’t Work Where I Work 275

Chapter 9: This Stuff Changes Too Fast 315

Glossary 335
Index 365

Table of Contents:

Foreward xv

Preface xvii

Acknowledgements xxiii

About the Author xxvii

Part 1: That Newfangled Marketing 1

Chapter 1: They’re Doing Wonderful Things with Computers 3

Chapter 2: New Wine in Old Bottles 21

Chapter 3: Marketing Is a Conversation 55

Part 2: That Newfangled Direct Marketing 103

Chapter 4: Going Over to the Dark Side 105

Chapter 5: The New Customer Relations 149

Chapter 6: Customers Vote with Their Mice 211

Part 3: That Newfangled You 253

Chapter 7: This Doesn’t Work for Me 255

Chapter 8: This Won’t Work Where I Work 275

Chapter 9: This Stuff Changes Too Fast 315

Glossary 335
Index 365

Book review: United States v George Bush et al or Political Brain

The LabVIEW Style Book (National Instruments Virtual Instrumentation Series)

Author: Peter A A Blum

Best-practice style and techniques for writing superior LabVIEW applications

 

Drawing on the experiences of a world-class LabVIEW development organization, this is the first definitive guide to best practices in LabVIEW programming.

 

Leading LabVIEW development manager and instructor Peter A. Blume presents practical guidelines for optimizing every facet of your applications: ease-of-use, efficiency, readability, maintainability, robustness, simplicity, performance, and more. Blume explains each guideline thoroughly, presenting realistic examples and illustrations based on the latest version of LabVIEW. He even presents “nonconforming” examples that show what not to do—and why not.

 

Coverage includes

 

·   Why style matters: how good style improves quality and actually saves time over the full project life cycle

·   Before you code: configuring your LabVIEW environment, and organizing your files on disk and in the LabVIEW Project

·   LabVIEW project specifications—a specialized standard for specifying LabVIEW application requirements

·   Efficient VI layout and development: Front Panel, Block Diagram, Icons, and Connectors

·   Data structures: choosing data types, efficient use of arrays and clusters, and special considerations with nested data structures

·   Optimizing VIs involving complex data structures

·   Error handling strategies—trapping and reporting errors for maximum reliability

·   Design patterns: standard VI architectures and application frameworks that promote good style

·   Documenting your source code so others can read and maintain it

·   Enforcing the style guidelines through code reviews, including peer reviews and the LabVIEW VI Analyzer Toolkit

·   Includes convenient glossary,  Style Rules Summary, and additional references

 

This bookwill be indispensable to everyone who wants to develop or maintain quality LabVIEW applications: developers, development managers, and end users alike. Authored by a long-time participant in National Instruments’ Alliance Program, it will also be valuable to those preparing for NI’s Certified LabVIEW Developer (CLD) or Certified LabVIEW Architect (CLA) exams, which contain significant sections on programming style. 

 

Contents

Foreword

Preface

Acknowledgments

About the Author

Chapter 1        Introduction

Chapter 2        Prepare for Good Style

Chapter 3        Front Panel Style

Chapter 4        Block Diagram

Chapter 5        Icon and Connector

Chapter 6        Data Structures

Chapter 7        Error Handling

Chapter 8        Design Patterns

Chapter 9        Documentation

Chapter 10      Code Reviews

Appendix A      Glossary

Appendix B      Style Rule Summary

Appendix C      Bibliography

Index