Product Details
Crowd Surfing: Surviving and Thriving in the Age of Consumer Empowerment

Crowd Surfing: Surviving and Thriving in the Age of Consumer Empowerment
By Martin Thomas, David Brain

List Price: $24.95
Price: $18.96 & eligible for FREE Super Saver Shipping on orders over $25. Details

Availability: Usually ships in 24 hours
Ships from and sold by Amazon.com

50 new or used available from $0.04

Average customer review:
(1 customer reviews)

Product Description

The why and how of consumer buying went through a revolution when blogger product information and online reviews empowered customers who can research and find exactly what they want and explore many ways to get it.

Crowd Surfing explains what marketers, advertisers and brand specialists need to do to communicate with today's savvy consumers. Included are casestudies of successes and failures from the business world and beyond, and interviews with leaders such as Michael Dell of Dell Computers.

Product Details

  • Amazon Sales Rank: #2126315 in Books
  • Published on: 2008-09-01
  • Original language: English
  • Number of items: 1
  • Dimensions: .58" h x 6.33" w x 9.04" l, .62 pounds
  • Binding: Paperback
  • 208 pages

Editorial Reviews

From Publishers Weekly
Marketing consultants Thomas and Brain offer a well-meaning if woefully dated paean to the power of the consumer. In the brave new world of blogging, YouTube and Consumerist.com, business leaders must harness the energy, ideas and enthusiasm of their customers, rather than relying on the talent and budget of their marketing departments—a lesson politicians would also be well-advised to learn; the authors speak admiringly of Obama's campaign, and less so of Hillary Clinton's, which seemed tainted by the power of her political machine. They urge marketers to forgo expensive advertising campaigns and didactic attitudes in favor of giving their customers, partners and employees a greater say in business operations. Drawing on such successes as gethuman.com and Dove's Real Beauty campaign, they warn against underestimating the average Joe Blogger and praise such social corporations as Apple, which go to great lengths to meet customers and stakeholders face to face. The practical advice and enthusiasm about new media is admirable, but the information—particularly their analysis of the 2008 election—already feels stale. (Oct.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

"Lots of fascinating anecdotes and straightforward, intelligent writing. It might not be on the reading list for business school students, smart ones will read it anyway."—Daily Mail

About the Author

David Brain is president and CEO of Edelman Europe, one of the world's largest PR firms.
 
Martin Thomas runs his own marketing communications consultancy and was previously head of strategy at the Media Planning Group. He is a member of the Board of Sport England.