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Satisfied customers tell three friends, angry customers tell 3,000 : running a business in today's consumer driven world

Author: Pete Blackshaw
Publisher: New York : Doubleday, ©2008.
Edition/Format:   Book : English : 1st edView all editions and formats
Database:WorldCat
Summary:
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  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Pete Blackshaw
ISBN: 9780385522724 038552272X
OCLC Number: 171614653
Description: xiii, 193 p. : ill. ; 22 cm.
Contents: The credibility of the commons and the core credibility drivers --
The consumer's the boss : today's new consumer-generated world --
Measuring CGM --
Not all marketers are liars : marketing and advertising with credibility --
Postcards from the welcome mat : credibility and your web site --
This company may be monitored for quality purposes : credibility in your product --
No place to hide : credibility and the CEO --
The neglected stepchild : consumer affairs --
When your company is googled : troubleshooting.
Responsibility: Pete Blackshaw.
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Abstract:

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, Hershey, Unilever, Nestle, Lexus, and Bank of America, Blackshaw offers a clear strategy to sustain a competitive advantage by creating enduring, loyal relationships with today's consumer.

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