In today's Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media"—blogs, social networking pages, message boards, product review sites—even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust. Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Unilever, Nestlé, Southwest Airlines, and Bank of America, Blackshaw offers a clear strategy for sustaining a competitive advantage by creating enduring, loyal relationships with today's consumer.
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"An eye-opener for all those who want to grow their business " — Ram (5 out of 5 stars)
"An eye-opener for all those who want to grow their business "
Informative, energetic and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives.
“This book deserves a spot on the desk of every executive who worries about his company’s reputational risk.”
“When bad news hits, you won’t have time to read this book—so you better read it now! ”
“Pete Blackshaw really gets it. For marketers and other corporate control freaks, it’s about diving in and letting go. As a blogger myself at Sony, I’ve dogeared several pages from the book that I will be referring back to from time to time.”
" This book did not really apply tomy business, so I did not get much out of it. However it was interesting to know that when we are in a store we maybe being watched to see how we react to things and figure out our habbits. "
" Mostly things I already knew, but does include a nice list of sites to track customer feedback online in Chapter 3. "
Pete Blackshaw is global head of digital marketing & social media at Nestlé. A former executive vice-president, digital strategic services for Nielsen Online and a graduate of Harvard Business School, he has been on the cutting edge of online media, consumer opinion, and word-of-mouth behavior for more than a decade, and is quoted frequently in the media. He lives in Cincinnati, Ohio.
Lloyd James (a.k.a. Sean Pratt) has been narrating since 1996 and has recorded over six hundred audiobooks. He is a seven-time winner of the AudioFile Earphones Award and has twice been a finalist for the prestigious Audie Award. His critically acclaimed performances include Elvis in the Morning by William F. Buckley Jr. and Searching for Bobby Fischer by Fred Waitzkin, among others.
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