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Publisher's Summary

In today's Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media" - blogs, social networking pages, message boards, product review sites - even a single disgruntled customer can broadcast his complaints to an audience of millions.Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.Filled with stories based on his experience working with Fortune 500 brands, such as Toyota, Dell, Nike, Sony, General Motors, Unilever, Nestlé, Southwest Airlines, and Bank of America, Blackshaw offers a clear strategy for sustaining a competitive advantage by creating enduring, loyal relationships with today's consumer.
©2008 Pete Balckshaw; (P)2008 Tantor
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Critic Reviews

"Powerful and compelling." (Linnea Johnson, Director, Unilever Consumer Services)
"Informative, energetic, and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives." (Publishers Weekly)
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Customer Reviews

Most Helpful
3 out of 5 stars
By Andrew on 03-11-10

Same old same old

When listening to this book I literally had to check that I wasn't listening to one of the other books I have recently listened to like Inbound Marketing or Marketing to the Social Web. It has the same stories. I think the narrator must be the same which can't help much. I am giving it 3 stars because the information is decent, but not original in my opinion. It is mostly stories about customer interaction and another reference to "Dell Hell" and other similar stories.

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