Average Reviews:
(More customer reviews)This is a fabulous book. A lot of marketing experts offer half-baked hints and tips for exploiting the potential of social networks. Rogers, however, has thought long and hard about the implications of the network for companies, and he applies his intelligent analysis to examples in various industries and in politics. His five strategies derive from this analysis. They're clearly presented and supremely actionable. Among the millions of words written about marketing in the digital age, this book stands out as really insightful and important. If you want a deep understanding of the implications of digital connections for marketing, as well as some practical tools you can implement in your own enterprise, this is the book you want. I recommend it very highly.
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"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."—Jeff Jarvis, author of What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."—Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age.
Marketing expert David Rogers examines how digital technologies—from smartphones to social networks—connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies—strategies designed for customer networks.
Rogers offers five strategies that any business can use to create new value:
ACCESS—be faster, be easier, be everywhere, be always on ENGAGE—become a source of valued content CUSTOMIZE—make your offering adaptable to your customer's needs CONNECT—become a part of your customers' conversations COLLABORATE—involve your customers at every stage of your enterpriseRogers explains these five strategies with over 100 cases from every type and size of business—from shoes to news, and software to healthcare. In The Network Is Your Customer, he shows:
How Apple harnessed a host of collaborators to write apps for its iPhone How IBM designed a videogame to help sell its enterprise software How Ford Motors inspired an online community to build brand awareness for its new Fiesta...and countless other cases from consumer, b2b, and nonprofit categories.
The book outlines a process for planning and implementing a customer network strategy to match your customers, your business, and your objectives—whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.
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