Pre-commerce : how companies and customers are transforming business together / Bob Pearson with Dan Zehr.

Format:

Book

Author/Creator:

Pearson, Bob, 1962-

Contributor:

Zehr, Dan.

Language:

English

Subjects (All):

Consumer behavior.

Social media--Economic aspects.

Social media.

Customer relations--Technological innovations.

Customer relations.

Internet marketing.

Physical Description:

1 online resource (322 p.)

Edition:

1st ed.

Place of Publication:

San Francisco : Jossey-Bass, c2011.

Language Note:

English

Summary:

Ideas for leaders to engage directly with customers to shape their brand and marketplace success Since its debut E-commerce has been centered on the transaction, which represents less than one percent of the time we spend online. Now, we are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves and why they choose

Contents:

Pre-Commerce: How Companies and Customers Are Transforming Business Together; Contents; Foreword: by Mark Addicks, Chief Marketing Offi cer, General Mills; 1: The Rise of Pre-Commerce; 2: The Evolution of E-Commerce; 3: The Move from Market Research to Customer Insights; 4: Meet the New Influencers; 5: The Secrets to Successful Pre-Commerce Marketing; 6: Building Ambassadors for Your Brands; 7: The Tectonic Plates of the Pre-Commerce World; 8: How Idea Generation Works; 9: Customer Support: The New Revenue Stream; 10: Politics and Business: Reshaping Our Beliefs

11: Creating Your Intellectual Network12: Antibodies, Enablers, and Heroes; Conclusion: Getting Started; Endnotes; Acknowledgments; About the Author; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-283-02675-9

9786613026750

1-118-02303-X

1-118-02301-3

OCLC:

742333087