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The way people buy has gone through a massive revolution in recentyears: thanks to blogs, review sites and chat rooms, we no longer haveto rely on what a company says about its products and services - we canread what our fellow consumers think about what they've bought, andmake our own decisions bearing those views in minds. The result?Empowered customers who know exactly what they want and who can nowexplore many ways to get it.

Many companies, however, just won't accept that things have changed and haven't adjusted their marketing efforts to match. In Crowd Surfing,David Brain and Martin Thomas explain what marketers, advertisers andbrand specialists need to do to communicate with today's savvierconsumers. They include case studies of successes and failures from thebusiness world and beyond, and interview leaders such as Michael Delland Sebastian Coe to help illustrate their points.

Crowd surfing - Martin Thomas

9781408105955
£ 2.59
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Title
Crowd surfing - surviving and thriving in the age of consumer empowerment
Author
Martin Thomas
format
Paperback / softback
Publisher
A. & C. Black Publishers
Language
English
UK Publication Date
20080901

The way people buy has gone through a massive revolution in recentyears: thanks to blogs, review sites and chat rooms, we no longer haveto rely on what a company says about its products and services - we canread what our fellow consumers think about what they've bought, andmake our own decisions bearing those views in minds. The result?Empowered customers who know exactly what they want and who can nowexplore many ways to get it.

Many companies, however, just won't accept that things have changed and haven't adjusted their marketing efforts to match. In Crowd Surfing,David Brain and Martin Thomas explain what marketers, advertisers andbrand specialists need to do to communicate with today's savvierconsumers. They include case studies of successes and failures from thebusiness world and beyond, and interview leaders such as Michael Delland Sebastian Coe to help illustrate their points.

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Martin Thomas runs his own marketing communications consultancy and was previously head of strategy at the Media Planning Group. Martin also co-founded Nylon, a specialist planning consultancy within the WPP Group. Martin's other previous appointments include the global head of Total Communications, Mediaedge: cia (MEC), responsible for global communications and strategic planning advice for clients including Norwich Union, Lego, Visa International and Citibank. He is a member of the Board of Sport England.

'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

Type
BOOK
Keyword Index
Relationship marketing.|Consumer behavior.|Consumers - Psychology.
Country of Publication
England
Number of Pages
208

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