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Citizen marketers : when people are the message

Author: Ben McConnell; Jackie Huba
Publisher: Chicago, IL : Kaplan Pub., ©2007.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"The woman next to you on the bus, typing madly on her laptop, just might determine the ending to next year's blockbuster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, coffee houses, and waiting rooms around the world, millions of people are exercising enormous influence on what we buy - even though they have no official connection to those products and services. Who are they?  Read more...
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Additional Physical Format: Online version:
McConnell, Ben.
Citizen marketers.
Chicago, IL : Kaplan Pub., ©2007
(OCoLC)609225892
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Ben McConnell; Jackie Huba
ISBN: 9781419596063 1419596063
OCLC Number: 71800526
Description: xiv, 223 pages ; 24 cm
Contents: Introduction --
ch. 1. Filters, fanatics, facilitators, and firecrackers --
ch. 2. The 1 percenters --
ch. 3. The democratization of everything --
ch. 4. Everyone is a publisher ; everyone is a broadcaster --
ch. 5. Hobbies and altruism --
ch. 6. The power of one --
ch. 7. How to democratize your business --
Conclusion --
Acknowledgments --
Endnotes --
Bibliography --
Index.
Responsibility: Ben McConnell and Jackie Huba.
More information:

Abstract:

"The woman next to you on the bus, typing madly on her laptop, just might determine the ending to next year's blockbuster film or how quickly the hottest new PDA hits store shelves. In homes, dorm rooms, coffee houses, and waiting rooms around the world, millions of people are exercising enormous influence on what we buy - even though they have no official connection to those products and services. Who are they? What motivates them? Marketing experts Ben McConnell and Jackie Huba explore the ramifications of social media in their new book, Citizen Marketers. As everyday people increasingly create content on behalf of companies, brands, or products, they are collaborating with others just like themselves and forming ever-growing communities of enthusiasts and evangelists. From the rough to the sophisticated, the "user-generated media" of blogs, online bulletin boards, podcasts, photos, songs, and animations are influencing companies' customer relationships, product design, and marketing campaigns, whether they participate willingly or not. Citizen Marketers is the first book to document this phenomenon, examining some of the early winners and losers in this new genre, as well as some of its most noted constituents. With their exceptional knowledge of the brands, products, companies, and industries, the citizen marketers are democratizing traditional notions of communication and marketing, even entire business models." http://www.loc.gov/catdir/enhancements/fy0701/2006030817-d.html.

Table of Contents:

by sgramsay (WorldCat user on 2007-02-22)

Introduction vii Chapter 1: Filters, Fanatics, Facilitators, and Firecrackers 1 Chapter 2: The 1 Percenters 31 Chapter 3: The Democratization of Everything 51 Chapter 4: Everyone Is a Publisher; Everyone Is a Broadcaster 71 Chapter 5: Hobbies and Altruism 97 Chapter 6: The Power of One 121 Chapter 7: How to Democratize Your Business 135 Conclusion 171 Acknowledgments 176 Endnotes 179 Bibliography 213 Index 217

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