Overview

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, Unilever, Nestle, Southwest Airlines, and Bank of America, Blackshaw offers a clear strategy for sustaining a competitive advantage by creating enduring, loyal relationships with today's consumer.

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9781400137312

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Informative, energetic and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives. ---Publishers Weekly

The concept of the potential damage resulting from negative publicity is especially powerful in James's strong narration. ---AudioFile

Author Information

Pete Blackshaw is executive vice president of strategic services at Nielsen Online and the author of ConsumerGeneratedMedia.com, which has been named one of the top 100 marketing blogs by Advertising Age magazine. Lloyd James has been narrating since 1996, has recorded over six hundred books in almost every genre, has earned six AudioFile Earphones Awards, and is a two-time nominee for the prestigious Audie Award.

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