Retro Unit
The Macintosh Way: The Art Of Guerilla Management by Guy Kawasaki 1990 HC Apple
The Macintosh Way: The Art Of Guerilla Management by Guy Kawasaki 1990 HC Apple
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The Gentle Art of Verbal Self-Defense this book is not. The Macintosh Way is the take-no-prisoners guide to guerilla marketing warfare in the personal computer software industry. I trust it will upset and delight the right people.
From the foreword by Jean-Louis Gassée
President, Apple Products
This is a special book. It was written from the heart of one of the high priests of the Macintosh religion. It is meant for people who want to learn about Macintosh, Apple, and the business of high technology. It will delight the Macintosh aficionado as much as it will entertain the uninitiated. You'll even look forward to reading the footnotes.
The Macintosh Wavis Kawasaki's vision of
"doing the right thing and doing things right." It is a paean to great products, great customer support, great marketing, and great companies.
It is a pain to mediocrity and the status quo. It is incredibly funny, irreverent, and bold.
Kawasaki shreds the truisms of high-tech-nology management and marketing with expe-rience, insight, and wit. He describes new ways to approach:
• Development. Creating products that are deep, indulgent, complete, and elegant.
• Marketing. The marketing of technology, not the technology of marketing.
• Evangelism. Selling your dream the purest form of sales.
• Support. Doing right by the customer.
Sales and Distribution. "Pulling" product through the pipe.
• User Groups. Getting the word out to the people who count.
• Trade Shows. Building booths, staffing them, and working them.
• The Press. The printed word and how to use it.
• Product Demos. Selling products by showing how they build solutions.
• Making Presentations to Top Brass.
Bullet-speak and how to do it.
• Driving your Competitors Crazy.
Industrial-strength tactics. Not for use at home.
Br98.1.14.10725e
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