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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age Paperback – November 13, 2012


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Product Details

  • Paperback: 336 pages
  • Publisher: Yale University Press (November 13, 2012)
  • Language: English
  • ISBN-10: 9780300188295
  • ISBN-13: 978-0300188295
  • ASIN: 0300188293
  • Product Dimensions: 9.2 x 6.1 x 1 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #585,845 in Books (See Top 100 in Books)

Editorial Reviews

Review

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

“You are holding an incredibly useful and valuable guidebook to the new customer economy. Buy it. Learn from it. Succeed with it.”—Jeff Jarvis, author of What Would Google Do

(Jeff Jarvis)

“This is the stuff that every business and nonprofit needs to embrace if they’re to succeed in a changing world.”—Vivian Schiller, CEO of NPR (Vivian Schiller)

“I call it Listenomics. Others call it The Relationship Era. You can think of it as salvation. What David Rogers details in this compelling book is that the very forces that are destroying mass marketing—i.e., the digital revolution—also power the bright and bold future of commerce.”—Bob Garfield, host of NPR's On The Media, editor for Ad Age, author of The Chaos Scenario (Bob Garfield)

The Network Is Your Customer shows in real terms how networks have changed our lives, as customers as well as citizens. The book explains how marketing and customer service demand constant engagement and commitment to customers, and it shows you how any business can meet that challenge for better returns.”—Craig Newmark, founder of craigslist (Craig Newmark)

“You don't have to be a company like Google to benefit from the world going digital. With dozens of revealing case studies, Rogers shows how large and small businesses in every industry are tapping into the power of networks to drive their bottom line.”—Penry Price, Vice President, Google (Penry Price)

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.


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.

Customer Reviews

4.9 out of 5 stars
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This book has me rethinking marketing as a network process as opposed to a single entity based process.
Saximo
Having based my business on building networks, David has given my thinking new clarity to evolve my own efforts...and the work of my clients.
Trish Rubin/TrishNYC
If we do, then our future networks will continue to make us not only more connected but, let us hope, more human."
Robert Morris

Most Helpful Customer Reviews

3 of 4 people found the following review helpful By Michael O'Malley on December 17, 2010
Format: Hardcover
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 By Laura Brown on February 1, 2011
Format: Hardcover
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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Format: Hardcover
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 to do it. In The Network is Your Customer, Marketing and branding expert David Rogers lays out his five strategies for success in clear, well-written language.

Explaining these strategies -- Access, Engage, Customize, Connect, and Collaborate -- Rogers takes us step by step, with many and varied examples, through the process of using the new social media to achieve our goals. He encourages readers to use these interactive, networked platforms - such as Facebook, Twitter, and YouTube -- to generate ideas for new products as well as sales.

Thus, word of mouth can now be effective in shaping business plans. And as Rogers notes, "Word of mouth of today's customers is reaching far larger audiences as they connect and share opinions on line."
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2 of 3 people found the following review helpful By William S. Sobel on January 13, 2011
Format: Hardcover
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 business side of social media as well as a great resource, especially recommended for those new to the possibilities of online networking and business. As the Executive Director of the Columbia Business School/Center on Global Brand Leadership, David is also heads the yearly BRITE (Brand, Innovation and Technology) Conference at Columbia. For those of you who have attended BRITE, you will appreciate this book. For those of you who haven't attended this event, this book will convince you to make a trip to NYC for his next event [...]
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Format: Kindle Edition Verified Purchase
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.
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By Saximo on July 7, 2013
Format: Paperback Verified Purchase
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.
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