From Publishers Weekly
This enjoyable but hardly essential book offers case studies of eight companies whose customer communities-that is, the base of customers who believe in a particular product or service-are robust and successful: Southwest Airlines, Krispy Kreme, Build-A-Bear Workshops, the Dallas Mavericks basketball team, Pallotta TeamWorks, O'Reilly & Associates, SolutionPeople and IBM. The authors, cofounders of the marketing consulting firm Wabash & Lake, claim that "customer evangelists" are free; they offer a six-step plan for building customer evangelism, but the specific programs they recommend are expensive. They decry "nuisance" advertising, yet praise MSN's infamous Hotmail spam tag line attached to every e-mail Hotmail users send and IBM's graffiti campaign that resulted in criminal fines. They argue against focusing on shareholder value and cost controls, but criticize companies that imploded for ignoring those two things. Although the idea of deepening customer relationships is certainly valid and should be embraced by marketers, there are better and far more balanced accounts of this process available (the first four chapters of Philip Kotler's Marketing Management, the standard MBA text, for example).
Copyright 2002 Reed Business Information, Inc.
--This text refers to an out of print or unavailable edition of this title.
"Word-of-mouth advertising and selling is the most powerful form of marketing, the least expensive, and the hardest to achieve. This book is packed with ways to get your customers to spread the good word, and to do so with evangelistic fervor."—Jeffrey J. Fox, author of How to Become a Rainmaker and How to Be CEO
"The most attractive alternative to advertising is the mouth of the customer. How to harness your customers and turn them into mouthpieces for your brand is the subject of McConnell and Huba's thoughtful, insightful book, which is filled with convincing case histories."—Al Ries
"How do you create customer evangelists? To answer this question, McConnell and Huba went right to the source—the amazing companies that have been successful in this difficult task. The result is an inspiring and thorough book packed with real-life examples, action items, and insight."—Emanuel Rosen, author of The Anatomy of Buzz