Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010172590 | HF5415.5 M32 2007 | Open Access Book | Book | Searching... |
Searching... | 30000010172589 | HF5415.5 M32 2007 | Open Access Book | Book | Searching... |
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Summary
Summary
The authors present a selection of case studies of people and organisations fueling the growth of citizen marketing. They clarify the context and importance of technological and societal shifts that are changing the nature of customer expectations and relationships.
Reviews 1
Choice Review
Marketing specialists McConnell and Huba have written a solid overview of the profound market effects created by individuals who share opinions on products and services via their Web sites. The illusion of control over message that some marketers still carry is soundly laid to rest through the multiple examples presented in this book of influential blogs that shape readers' views. The concept of customers promoting ideas/products was explored in the authors' prior book (Creating Customer Evangelists, 2002). In this new work they expand the categories of advocate/critic bloggers to four: filters, fanatics, facilitators, and firecrackers. From music to food products, there is little that bloggers do not offer an opinion on. A recent McKinsey study cited executives' view that the largest impediment to effectively using the Web for marketing is the lack of expertise within organizations and marketing agencies; this book offers useful knowledge for anyone in the field. The authors discuss forward thinking, positive uses of Web-based commentary, e.g., asking for feedback on preproduction product and service designs, conducting anonymous focus groups via Web sites. The endnotes section is useful for supplemental reading, and the short bibliography offers foundational information titles. Summing Up: Highly recommended. Public, academic, and professional marketing collections. N. J. Johnson Metropolitan State University
