From the book lists at Adware Report:

All information current as of 00:48:42 Pacific Time, Sunday, 30 January 2005.

Hyperwars: 11 Strategies for Survival and Profit in the Era of Online Business

   by Bruce Judson / Kate Kelly

    18 January, 1999


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Editorial description(s):
With the Net's ability to boost business now apparent even to the most skeptical of observers, books that purport to unveil the commercial secrets of cyberspace will continue to proliferate. Few, though, can present observations and recommendations about e-commerce as well as HyperWars, by Bruce Judson with Kate Kelly. Cofounder of Time Warner's pioneering Pathfinder Web site and author of 1996's bestselling
, Judson has already proven that he knows what he's talking about when he talks about online business--and in this book he turns his attention to the tactics that, he believes, start-ups as well as established companies must employ to stay ahead of their competition. After analyzing the general implications of today's increasingly wired corporate infrastructure, Judson elaborates (using a wide variety of examples) on specifics like "Speed Is Everything," "Get Personal," "Market Relentlessly," and "Never Stop Looking Over Your Shoulder." He closes with a "HyperWars Audit"--"designed so that in a quick and handy fashion you can see for yourself how prepared your business is to survive and prosper in the emerging hypercompetitive environment." --Howard Rothman

From Publishers Weekly
The Web is changing the business landscape in fundamental ways. Judson (Netmarketing) has seen much of the turmoil at close range, having been a cofounder of Time Warner's Pathfinder, one of the first major corporate Web sites. His report from the front lines adds detail and anecdotes to the general knowledge that most of his readers should already have: that the Web is a virtual marketplace where comparison shopping is almost effortless, geographic boundaries are irrelevant and the pace of activity is faster than anyone could have imagined even five years ago. If the first phase of the commercialization of the Web saw the birth of new types of businesses (like and Yahoo), Judson predicts the second phase will be all about the impact of new online approaches on traditional brick-and-mortar businesses. Supplementing his own experience at Pathfinder with hundreds of interviews, Judson boils down his knowledge to some pithy words of advice presented as 11 "survival strategies." Although such phrases as "Speed Is Everything" and "Market Relentlessly" are generic business strategies, Judson goes beyond them. For example, he points out how Internet technology enables businesses to offer consumers value-laden incentives but also alerts neophytes not to give away the farm. Judson also includes a "Battle Plan" at the end of the discussion of each of his 11 strategies, which should be most useful to those contemplating Web launches. Thoughtful, provocative and honoring common sense, Judson's book may, in fact, end up helping the people it initially scares the most.
Copyright 1998 Reed Business Information, Inc.

From Library Journal
Web business is big business (see "Get Caught in the Web of E-Business," p. 149-152), and these authors are here to tell businesses large and small how they can survive. With a 50,000-copy first printing.
Copyright 1998 Reed Business Information, Inc.

From The Industry Standard
Bruce Judson, former general manager of Time Warner's infamous fiscal black hole, Pathfinder, is no Internet visionary. What he is, as he proudly proclaims on the first page of HyperWars, is a "marketer's marketer."

The central idea behind Judson's new book, which reads as sort of a sequel to his 1996 bestseller, NetMarketing, is that we are living in a hypercompetitive era in which companies must constantly use the business potential of the Net to stay one step ahead of the competition. (Unless you've been visiting friends on Mars for the last year or so, this shouldn't come as a revelation.)

But the author, being first and foremost a salesman, doesn't disappoint when it comes to driving home his point with practical examples. If you've got a product to sell, whether you deal in salami or semiconductors, Judson has specific, real-world advice about how you can bolster sales by adding to your Web site, cut costs by using an intranet or extranet, or increase name recognition by "marketing relentlessly." And although Judson's constant references to his own projects can get tiresome, he's not afraid to share his mistakes.

Judson's no-nonsense battle plan makes HyperWars a good primer on Net business for those just entering the fray, but it's of questionable value to those already fighting in the trenches.
--This text refers to the

It's survival of the fittest in hyper space, according to Bruce Judson, recognized as one of the nations's leading interactive marketers. Speed is everything; never stop looking over your shoulder; it's a brave new world! The message here is that opportunity abounds for every sort of business online, and those who fail to heed the call will be left behind. The author backs up his claim with many detailed examples. The problem with the wide net he casts is that few business models will likely apply to your particular situation. However, for that chance gold nugget, it could be worth sifting through the silt. Fortunately, James Naughton can make even "" sound exciting. The only caveat is that if you've been doing e-commerce for any length of time, most of what you'll hear is old news. M.D.B. (c) AudioFile, Portland, Maine --This text refers to an out of print or unavailable edition of this title.

Book Info
Explains how the Internet can and must be incorporated into all aspects of a business; everything from cutting procurement, marketing, and communications costs, to deepening customer relationships. Softcover. DLC: Business enterprises--Computer networks. --This text refers to the

About the Author
Bruce Judson, author of NetMarketing, was named one of the nation's leading interactive marketers by Advertising Age. He is the president of the Judson Group, a private consulting firm specializing in Internet business. --This text refers to the

Book Description
The effects of the online revolution are being felt far beyond Silicon Valley, and now all businesses -- from start-ups to established companies -- face "survival of the fittest." A company or product can be an industry leader one moment and obsolete six months later. Entire industries, ranging from computer sales to stock trading, are being thrown into chaos as consumers and businesses shift buying patterns to take advantage of the convenience and cost savings that are available over the Web.

For companies, this pressing need to continually create new, different, better products to stay one step ahead of the competition defines the new reality of business today, the world of "HyperWars." To stay afloat, business managers need practical guidance, and they need it fast. Drawing on extensive research and his pioneering experience in e-commerce, industry innovator Bruce Judson outlines eleven practical strategies for thriving in this hypercompetitive environment. Including "Use the Internet as the World's Most Sophisticated Telephone" and "The Magic in 'Free,'" these visionary strategies are illustrated with hundreds of examples of Internet initiatives real companies -- from pool suppliers to major businesses like Cisco and Chrysler -- are implementing today. Not just for companies selling products over the Web, HyperWars explains how the Internet can and must be incorporated into all of a business's operations, to do everything from cutting procurement, marketing, and communication costs to deepening customer relationships.

Both a wide-ranging analysis of the massive changes the Web is bringing to all industries and a crucial, groundbreaking redefinition of business strategies, HyperWars provides readers with the essential tools they need to survive and profit in the new competitive era.

Reader review(s):

HyperWars belongs on the cover of Business Week, March 10, 1999
Bruce Judson and Kate Kelly live in the real world. I have a long commute, so I listen to many audio tapes. HyperWars is the only book I have found that directly confronts the real issues the Internet creates. As far as I can tell, everyone else glosses over what to do when the Internet creates a price war or when manufacturers start to go around retailers direct to the customer. Bruce Judson and Kate Kelly confront the issues head-on with relevant ideas and advice. This book is very different from the other "hot" Internet books. John Hagel's Net Worth is a fascinating discussion of infomediaries--which seems to be the hot topic right now. But, I read a magazine article where Hagel says that no "infomediaries exist today." Net Worth does not help me deal with today's real world issues like HyperWars. A second hot book is Kevin Kelley's New Rules for the New Economy. Kevin Kelley is in the clouds while HyperWars is firmly planted on Earth. Kevin Kelley says success comes from giving eveything away free. Bruce Judson and Kate Kelly provide a much better, relevant discussion of how to use "free" to create a business. Unlike Kevin Kelley, they don't not waive a magic wand and gloss over the difficulties of converting customers from "free" to "paying".

Good book for managers wanting to get their feet wet, August 9, 1999
Filled with simple, easy-to-grasp advice, backed up with many real-world examples.

Some readers will be disappointed in this book because it is not a how-to guide to making a website or marketing products on the Net. But it IS a comprehensive strategy guide for managers who want to see if (and how) the Internet can help their business. This book was an invaluable help to me during my own research.

A very useful guide for non-profit managers, March 5, 1999
It is a shame that this book is not specifically being marketed as a tool for non-profit managers. Leaders of this dynamic and rapidly growing sector will find "Hyperwars" as useful as business managers. Perhaps even more so, since the potential of the internet for more effective marketing and more efficient management is even greater for non-profit than business entrepreneurs.

Two years to late, March 4, 1999
It took me a while to track down this book......and in all honesty the effort wasn't worth it.

After having just read and I was ready for another gripping book on how the Internet is changing our everyday lives and what we should expect in the future.

Reading Hyperwars took be back a couple of years. Had this book been written in 1996 it would have been a blockbuster. Judson doesn't reveal anything new or provide any real glimpses into the future.

His style of writing tends to plod through and contain continual repetitions, almost to the point where I found myself knowing what was coming next.

If you consider yourself a bit of a visionary or have been involved with the Internet for a year or two and understand the basic fundamentals then stay away from this book.

Old hat with a few new frills, March 18, 2000
What a disappointment! I could not beleive that this was actually written in 1999. Unless you have been asleep for a couple of years most of the stuff in this tape would be familiar.

The tape starts with a few bits of information such as the quote from Fortune: "On the web you are either fast, or last." And then goes on to talk about channel conflict stating that this is the most widely reported problem that businesses face. Well neither the author nor these businesspeople have read because Patricia Seybold has a solution (in fact so does Judson in strategy 10).

I did not like his telephone analogy for the web. Trouble always comes when something new is described using nice comfortable familiar concepts. His strategies are on the whole disappointingly stale: speed, flexibility, efficiency, personal service and paranoia. Judson seems to borrow his ideas from everyone (including Grove and Gates).

However, if you have been asleep for the last two years, you are panicking because you are about to be disintermediated and you want a primer in e-commerce, this is probably for you.

Why three stars? Well I did not throw it out the car and it did remind me of everything I had heard before.

Very good & practical ideas of how to leverage the Internet, August 25, 1999
I have recommended, and bought, this book for many of my friends. It has very practical and useful ideas of how to leverage the Internet to produce incremental sales and reduce operational costs. Must read if you have, or don't have, an Internet business strategy.

Our Company Handbook, May 28, 1999
Hyperwars is right on target with today's ecommerce trend, extremely insightful, and very well written. As an internet-related company, we have made Hyperwars our handbook and required reading by all employees.

Good points but platitude-laden, May 1, 1999
This is a good book to skim through, to make sure you have your bases covered. Void of any major new insights.

Judson and Kelly understand e-Marketing!, February 26, 1999
In HyperWars, Judson and Kelly describe a rapidly changing landscape of doing business online with compelling examples of how the day to day trenches operate. Further, they penetrate some of the critical issues which will reshape the retailer- consumer supply chain in the future.

Most realistic view on the battle for Internet commerce., February 23, 1999
On a recent drive to Charlotte, NC, from New York I stocked up on a few "books on tape" to pass the time in a more productive manner than listening to what quickly seems a small number of CD's. The drive is about 12 hours and I do it in one shot so I had plenty of time for the 2 tapes, 4 sides, of commentary on the new "state of the art" in Internet commerce.

As the title indicates, Judson and Kelly approach this topic as if they were describing a war, each business on the web a different battle. After listening to the myriad examples and extrapolations for new technology sectors I was convinced they have it right.

I've worked in technology in the financial services, mostly brokerage, for 15 years and built my first business related web site in October of 1994. I've watched the technology of Web sites grow at an astounding pace for 5 years but that speed pales compared to the explosive growth of web based commerce in the past 2 years. This book/tape captures the essence of this market in the truest way I have seen, and I've seen quite a few. They see what's happened, they see what's coming, and they tell you waht you need to do in order to deal with it. Rather than take a technology first approach with all the high-handed theories and prgnostications of so much E-Commerce literature, the authors have a no-nonsense, this -is -what -you -have -to -do -in -order -to -get -it -done, -really- we-mena- it -and -here -are -examples -why, manner. It works. They're right.

It would be easy for me to review the ways I agree with what they say, but surmise it to say that anyone can benefit from this work, technical focus, business focus, and consumer. If you are involved in any sales or marketing, Web based or not, or if you or your company is even considering entering into any Internet commerce, then this is a must-have. For anyone that is at all interested in the concept of what the Internet will become I highly recommend it

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