David L. Rogers - Böcker

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.

The 90% Solution is about understanding the most important factors impacting today’s stock market, how they influence performance—and how they can be used to produce higher returns. In it, author David Rogers challenges traditional investment strategies, then points the way to new and alternative investment methods that can help you rise above the “expectations for mediocrity” that seem to dominate conventional investment thinking.

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.The contributors comprise top marketing scholars and practitioners. They examine key topics such as brand attachment, brand permission, and brand meaning; new contextual factors such as digital convergence, target group multiplicity, and the rise of experience economies; and new research domains such as empirical tests of consumer experiences, incidental brand exposure, and brand naming. Researchers in the areas of marketing, business, management, sociology and psychology will find this an engaging read. For brand practitioners and libraries this volume will be a critical addition to their collections.