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No Size Fits All: From Mass Marketing to Mass Handselling Hardcover – Bargain Price, November 12, 2009

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Editorial Reviews

From Publishers Weekly

Hayes (Jump Point) and Malone (The Virtual Corporation) present a compelling picture of a society irrevocably changed by the Internet age: while we retain our need to connect with one another, we're more likely to base those connections on mutual interests than on geographic proximity. The Internet has fundamentally changed group forming; we use our new tools to splinter one traditional institution after another—commercial, cultural, social, religious—then re-sort ourselves by our affinities and our passions. When challenged by an increasingly bewildering world (and array of consumer choices), we huddle into small, trusted groups. And reaching those groups is not always easy. Marketers must see their customers or constituents in a new social context—they are using social networks to form small, self-selected communities of interest, and the one-way broadcast, mass media consciousness of the past century is rapidly being replaced by a mass-connected social information space. More theory than specific proscription, this is an extraordinarily well-researched look at a market where word of mouth or a nod from Oprah have a much greater impact than an expensive marketing campaign. (Nov.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

About the Author

Tom Hayes is a former senior marketing executive for Hewlett-Packard, Applied Materials, and AMD. He is the author of Jump Point: How Network Culture Is Revolutionizing Business and writes an awardwinning Blog.

Michael S. Malone, is one of America's most distinguished technology journalists. A former editor of Forbes ASAP, he has written many books, including Bill and Dave and The Virtual Corporation.

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More About the Author

Tom Hayes has been called 'a tastemaker for the next Net Generation' and 'a model citizen for the 21st Century.' A longtime leader in Silicon Valley, Hayes has been a senior marketing executive at such Silicon Valley giants as Hewlett-Packard, Applied Materials and AMD.

Hayes is the author of Jump Point: How Network Culture is Revolutionizing Business, published by McGraw-Hill and co-author of No Size Fits All: From Mass Markets to Mass Handselling(Penguin/Portfolio).

Hayes has developed a loyal audience through his award-winning blog, TomBomb.com, one of the most widely-read and quoted weblogs covering the new connected economy and its consumers.

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