The Network is your Customer: Five Strategies to Thrive in a Digital World

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9780300165876: The Network is your Customer: Five Strategies to Thrive in a Digital World
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There is no shortage of books about digital media, but what has been missing is a strategic take on how business owners can utilize the most powerful asset of the digital age: customer networks. Whether shoppers, business clients, charitable donors, or election voters, todays customers are harnessing digital tools to connect to, communicate with, and contribute to businesses. In The Network Is Your Customer, digital strategy expert David Rogers shows business owners and company leaders how to think strategically about customer networks and harness their power to create new opportunities for any organization. By identifying the five core behaviours of networked customers - accessing, engaging, customizing, connecting, and collaborating - he uncovers five core strategies that any organization can use to create new value. These strategies can be used not just for communications and social networking but to drive sales, enhance innovation, reduce costs, gain customer insight, and build breakthrough products and services that rewrite existing business categories. With clear analysis and practical frameworks, Rogers shows how any organization can apply the five strategies to meet its own key business objectives. He presents a wealth of case studies from numerous business, consumer, and nonprofit categories. And he offers a clear process for planning and implementing a customer network strategy. Whether they sell shoes or news, software or healthcare, any business leaders who want to succeed in our digital age will find the answers they need in The Network Is Your Customer.

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Review:

"Level-headed advice for companies contemplating a leap into the digital arena."--Kirkus
--Kirkus

About the Author:

David Rogers is executive director of the Center on Global Brand Leadership at Columbia Business School, in New York City.

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9780300188295: The Network is Your Customer: Five Strategies to Thrive in a Digital Age

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ISBN 10:  0300188293 ISBN 13:  9780300188295
Publisher: Yale University Press, 2013
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Book Description Yale University Press, United States, 2011. Hardback. Condition: New. Language: English. Brand new Book. With clear analysis and practical frameworks, this book provides step-by-step guidance businesses can use to prosper in the new era of digital media "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 onENGAGE-become a source of valued contentCUSTOMIZE-make your offering adaptable to your customer's needsCONNECT-become a part of your customers' conversationsCOLLABORATE-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 iPhoneHow IBM designed a videogame to help sell its enterprise softwareHow 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. Seller Inventory # AAH9780300165876

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Book Description Yale University Press, United States, 2011. Hardback. Condition: New. Language: English. Brand new Book. With clear analysis and practical frameworks, this book provides step-by-step guidance businesses can use to prosper in the new era of digital media "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 onENGAGE-become a source of valued contentCUSTOMIZE-make your offering adaptable to your customer's needsCONNECT-become a part of your customers' conversationsCOLLABORATE-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 iPhoneHow IBM designed a videogame to help sell its enterprise softwareHow 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. Seller Inventory # AAH9780300165876

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