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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age
"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
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"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
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
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.
"
"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
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
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.
- GenresBusinessTechnology
335 pages, Kindle Edition
First published January 11, 2011
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120 people want to read
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Displaying 1 - 3 of 3 reviews
June 20, 2015
Articulate and practical - actually attended Prof. Rodgers' course on this at Columbia - absolutely worthwhile for anyone looking to stay on the cutting edge of digital marketing strategy.
May 13, 2022
This book is a little dated;however, it still provides valuable insight on the process for building a network for your brand or business. Definitely worth the read0
March 1, 2013
It was difficult for me to get through.
The basis of the book, which I am writing from the jacket cover.
5 Strategies to Thrive in a Digital Age
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 customer's conversations
COLLABORATE- involve your customer's at every stage of your enterprise
The basis of the book, which I am writing from the jacket cover.
5 Strategies to Thrive in a Digital Age
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 customer's conversations
COLLABORATE- involve your customer's at every stage of your enterprise
Displaying 1 - 3 of 3 reviews