- Hardcover: 224 pages
- Publisher: Kaplan Business (December 1, 2006)
- Language: English
- ISBN-10: 1419596063
- ISBN-13: 978-1419596063
- Product Dimensions: 6 x 0.5 x 9 inches
- Shipping Weight: 14.4 ounces (View shipping rates and policies)
- Average Customer Review: 26 customer reviews
- Amazon Best Sellers Rank: #1,761,415 in Books (See Top 100 in Books)
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Citizen Marketers: When People Are the Message Hardcover – December 1, 2006
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"[Creating Customer Evangelists] is the new mantra for entrepreneurial success."--The New York Times
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The fact is that this book covers really great experiences of lots of industries. One of my favorites is placed in the Record Industry, I thinkg that if they'd wrote the book these days, RadioHead would be a great case for the book.
More interesting lessons come every chapter, and more than a "Handbook", it's a Review one. And it will definetly be a classic record of our new marketing era.
So... Old School Marketing guys... this could be a book that shows you that Marketing is not the same, since several years ago.
On the back cover of Citizen Marketers Daniel Pink - I'm a fan of his work, he's worth the read - writes "...you'll need a 2nd highlighter" - I'm a little neurotic about marking up books - don't like to - but this one is a mess. So many points caught my eye. To list them would create a response far to lengthy so I mention briefly - comparing 1% to Hell's Angels (love analogies...and Harleys:), the idea of an engaged citizenry, "productive leisure", volunteers - the Citizen Marketers in this book do it for nothing but doing it, altruism and on and on.
This is the choir reading this - tell your friends to read the book!
But so what? Is there a marketer left on the planet who doesn't know that customers have this power? This, alone, is not enough content for a book. At best, this might make a two-page article in "Duh!" magazine.
There are no insights. It doesn't explore important implications for marketers, like the best way to respond to online criticism, how to fire up customer evangelists, how to engage with the blogger community, how to measure the effectiveness of a company-sponsored online community, or any other practical advice other than "the world has changed, you need to change with it." Even their thin attempts at insights - categorizing citizen marketers into four categories - is just left dangling, with no follow through on how to use these categories to inform your marketing strategy.
This book copies the format of another marketing fake - Seth Godin - by delivering a series of stories but failing to boil out the insights. We need FEWER of these self-indulgent, lazy and intellectually flabby books.