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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age [Kindle Edition]

David L. Rogers
4.9 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

"An incredibly useful and valuable guidebook to the new consumer economy. Buy it. Learn from it. Succeed with it."—;Jeff Jarvis, author of What Would Google Do "This is the stuff that every business and nonprofit needs to embrace if they're going to succeed in a changing world."—;Vivian Schiller, CEO of NPR With clear analysis and practical frameworks, this book provides a strategic guide that any business or nonprofit can use to succeed in the digital age. Marketing expert David Rogers examines how digital technologies—;from smartphones to social networks—;connect us in frameworks that transform our relationships to business and each other. To thrive today, organizations need new strategies—;strategies designed for customer networks. Rogers offers five strategies that any business can use to create new value: type=disc ;be faster, be easier, be everywhere, be always on ;become a source of valued content CUSTOMIZE—;make your offering adaptable to your customer's needs CONNECT—;become a part of your customers' conversations COLLABORATE—;involve your customers at every stage of your enterpriseRogers explains these five strategies with over 100 cases from every type and size of business—;from shoes to news, and software to healthcare. In The Network Is Your Customer he shows: UL type=disc How Apple harnessed a host of collaborators to write apps for its iPhone How IBM designed a videogame to help sell its enterprise software How Ford Motors inspired an online community to build brand awareness for its new Fiesta...and countless other cases from consumer, b2b, and nonprofit categories.; The book outlines a process for planning and implementing a customer network strategy to match your customers, your business, and your objectives—;whether you need to drive sales, to enhance innovation, to reduce costs, to gain customer insight, or to build breakthrough products and services. Because today, whatever your goals and whatever your business, the network is your customer.

Editorial Reviews


"Level-headed advice for companies contemplating a leap into the digital arena."—Kirkus

About the Author

David L. Rogers is executive director of BRITE and faculty director of the Digital Marketing Strategy executive program at Columbia Business School.

Product Details

  • File Size: 1649 KB
  • Print Length: 335 pages
  • Page Numbers Source ISBN: 0300165870
  • Publisher: Yale University Press (January 11, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B004G5Z776
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #747,667 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
3 of 4 people found the following review helpful
5.0 out of 5 stars Indispensible guide to marketing in a wired world December 17, 2010
This is the book I have been looking for: the one that provides a structured way of thinking about a company's virtual community of customers. Rather than do the "in" thing whether it involves the introduction of a new technology or jumping on the social marketing bandwagon, Rogers asks that you first think about your business and the needs of your customers and, in turn, to fashion a coherent and comprehensive internet-based strategy that is satisfying to clients and potential customers and lucrative to businesses. He organizes strategy around five core principles (you can see what they are when you pick up up the book but they are strikingly sensible) and offers examples throughout the book that showcase how each of these principles have been successfully deployed by companies, big and small, in different industries. In addition, he illustrates that not all principles are equally important, depending on the circumstances. Therefore, I recommend that before you waste your money on stylish fads that you think might work, you read The Network is Your Customer for inspiration and guidance. With a myriad of ways of reaching out to customers, here is the book that helps you to collect your thoughts and par the list of potential network methodologies to those that are in everyone's best interests. -- Michael O'Malley, author of Leading with Kindness and The Wisdom of Bees.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Intelligent analysis and practical application February 1, 2011
This is a fabulous book. A lot of marketing experts offer half-baked hints and tips for exploiting the potential of social networks. Rogers, however, has thought long and hard about the implications of the network for companies, and he applies his intelligent analysis to examples in various industries and in politics. His five strategies derive from this analysis. They're clearly presented and supremely actionable. Among the millions of words written about marketing in the digital age, this book stands out as really insightful and important. If you want a deep understanding of the implications of digital connections for marketing, as well as some practical tools you can implement in your own enterprise, this is the book you want. I recommend it very highly.
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4.0 out of 5 stars The network is Your Customer June 20, 2012
I am a natural networker and connector. It is natural for me to try to connect people with other people who might be of interest.

I believe in nurturing a network and have taken time to deliberately do that. See my blog entry on ways to network easily.

So I was interested when a book The Network is your Customer - 5 Strategies to Thrive in a Digital Age came across my desk it piqued my interest. But -that is not what the book is about. It is about how business thrives in the network age.

It starts by talking about the network effect. How the larger the network, the more valuable it it and at the same time, the more power the network has if your business lacks perfection. It then goes on to share 5 practical Strategies for thriving:

1 - Access - be instant, be everywhere, be accessible from any device all the time. Speed in the digital age wins. I have long ascribed to "sense of urgency wins" in business but in the digital age, it is even more critical.

2 - Engage. Be there in all forms of social media, Twitter, blogs, Pinterest, HonestlyNow, Linkedin etc.

3 - Customize. Make your offerings match customer needs. I see a need for a bit of mass customization simply from a time management viewpoint. Social media can be time consuming so devising ways to systematize it makes sense.

4 - Connect. Of course reach out digitally to your customers and prospect.

5 - Collaborate. Respond to what the network is saying and work with them to constantly improve. Now more than ever, Kaizen applies.

Interesting and thought provoking book.

Social media can be an endless task and create guilt if not approached well. As with any endless task, goals need to be finite in order to get fulfillment.
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I am grateful to Thomas Kuhn and then to Joel Barker for filling one of my several knowledge gaps, in this instance the dual concepts of paradigm and paradigm shift. They have prepared me well for books such as this one in which David L. Rogers observes, "Today, business needs a new paradigm: the customer network. In customer networks, customers are no longer viewed as isolated individuals but are seen as dynamic and interactive participants in a network...To succeed, businesses, nonprofits, and organizations of all kinds need new strategies that match the behavior of customer networks. But first we need to rethink our image of customers, from individuals to networks. We need to stop thinking about the bees and focus on the hive."

After identifying and briefly discussing four basic mistakes to avoid (Page 11), he shifts his attention to "Five Customer Network Behaviors" (12-15) and "Five Customer Network Strategies (15-20), then alerts his reader to 10 of the examples customer network strategies that are featured within the remaining narrative. They include a few of the usual suspects (Apple, Nike, Dell, Cisco, and Ford) but also a few unexpected exemplars such as author Stephanie Meyer (the "Twilight" series) and the 2008 Obama presidential campaign. All this is included in the first chapter (!) and by then, Rogers has begun to generate some serious momentum that carries him (and his eager reader) through more than 100 mini-case studies in Part II: Five Strategies to Thrive with Customer Networks, previously introduced. Briefly:

1. ACCESS: Be faster, easier, everywhere, "and always on."
2. ENGAGE: Become a source of valued, preferably indispensable "content" [e.g. information, advice, constructive criticism].
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Most Recent Customer Reviews
5.0 out of 5 stars The future of Marketing is Now!
Excellent background for organizations to re-invent their marketing efforts toward customer networks.
Good case studies on how to implement each of the 5 key strategies.
Published 19 months ago by Austin patneau
5.0 out of 5 stars Great Book!
This book has me rethinking marketing as a network process as opposed to a single entity based process. The five step sequential strategy paradigm is intriguing. Good read too.
Published 20 months ago by Saximo
5.0 out of 5 stars Great book on social network essence and strategies to grow
This book is exactly what I love to read. It does not give cheap "how to" tricks or "10 ways to grow in social networks". Read more
Published on December 11, 2011 by Mike Le
5.0 out of 5 stars Excellent, practical guide; applicable to any business
When I first picked up this book by David Rogers, (a pro­fes­sor at Colum­bia Busi­ness School), I thought it was yet another intro­duc­tion to social com­mu­ni­ca­tion... Read more
Published on May 4, 2011 by Eric Jensen
5.0 out of 5 stars New Guide to Selling the New Way
Whether you want to generate sales for your self-published first-novel or you work for a multi-national toy manufacturer developing new product lines, this is your handbook for how... Read more
Published on February 13, 2011 by Wander Lust
5.0 out of 5 stars Bonfire of the Digital Vanities
David Roger's has written more than a blazing hot biz book of the flash in the pan thinking on this one. Read more
Published on January 29, 2011 by Trish Rubin/TrishNYC
5.0 out of 5 stars The Network is EVERYTHING!
There have been many books written over the years on the subject of marketing and social media.

David Rogers has successfully put together a great overview of both the... Read more
Published on January 13, 2011 by William S. Sobel
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More About the Author

David Rogers teaches at Columbia Business School, in New York City, where he is executive director of the Center on Global Brand Leadership. He speaks at conferences worldwide and has consulted and advised numerous companies and nonprofits, such as SAP, Eli Lilly, and Visa. He also plays the sax.


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