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Crowd Surfing: Surviving and Thriving in the Age of Consumer Empowerment
The way people buy has gone through a massive revolution in recent
years: thanks to blogs, review sites and chat rooms, we no longer have
to rely on what a company says about its products and services - we can
read what our fellow consumers think about what they've bought, and
make our own decisions bearing those views in minds. The result?
Empowered customers who know exactly what they want and who can now
explore many ways to get it.
Many companies, however, just won't accept that things have changed and haven't adjusted their marketing efforts to match. In Crowd Surfing,
David Brain and Martin Thomas explain what marketers, advertisers and
brand specialists need to do to communicate with today's savvier
consumers. They include case studies of successes and failures from the
business world and beyond, and interview leaders such as Michael Dell
and Sebastian Coe to help illustrate their points.
years: thanks to blogs, review sites and chat rooms, we no longer have
to rely on what a company says about its products and services - we can
read what our fellow consumers think about what they've bought, and
make our own decisions bearing those views in minds. The result?
Empowered customers who know exactly what they want and who can now
explore many ways to get it.
Many companies, however, just won't accept that things have changed and haven't adjusted their marketing efforts to match. In Crowd Surfing,
David Brain and Martin Thomas explain what marketers, advertisers and
brand specialists need to do to communicate with today's savvier
consumers. They include case studies of successes and failures from the
business world and beyond, and interview leaders such as Michael Dell
and Sebastian Coe to help illustrate their points.
208 pages, Paperback
First published September 1, 2008
About the author
Martin Thomas
100 books8 followersDr. Martin Thomas is a British historian and academic. He studied Modern History at Oxford University, graduating in 1985. He returned to Oxford for his graduate studies, earning his doctoral degree (D.Phil.) in 1991.
Professor Thomas began his academic career in 1992 at the University of the West of England (Bristol). In 2003 he accepted a post in the history department of the University of Exeter. He is also the director of the Centre for the Study of War, State and Society.
Professor Thomas is considered one of the leading academic specialists on French colonial history, colonial intelligence & security services, and the history of decolonisation.
Professor Thomas began his academic career in 1992 at the University of the West of England (Bristol). In 2003 he accepted a post in the history department of the University of Exeter. He is also the director of the Centre for the Study of War, State and Society.
Professor Thomas is considered one of the leading academic specialists on French colonial history, colonial intelligence & security services, and the history of decolonisation.
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