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The Network Is Your Customer: Five Strategies to Thrive in a Digital Age Hardcover – January 11, 2011
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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.
Top Customer Reviews
Rather than organizing the book around the use of specific social communication tools or an examination of the general theory of disruptive social technologies, Rogers builds his book around the behaviors and needs of customer networks. The title is quite apt.
The writing is accessible and the book is very well organized and designed to be practical. The first two chapters explain the dynamics of customer networks and social communication technologies. Each of the 5 behaviors he identifies are examined in their own chapters and multiple strategies are presented. Next, Rogers dedicates a chapter to a specific planning and implementation process that will help businesses apply these ideas to their specific situations. He then asks the questions, "What will the organization of the future look like?"and "How do we create an organization that is not just customer-focused, but customer-network focused?" Finally, he systematically reviews each of the strategies in the book, by asking a series of questions in a `Self-Assessment Quiz'. Inquiry is a powerful technique for self-reflection, personalizing the ideas presented here.
There are well over 100 case studies spread throughout the book. Companies are listed in an Appendix, sorted by industry. Each case study specifically illustrates the strategy Rogers is describing. This is an effective approach that makes it very easy to `try on' techniques with your organization.Read more ›
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.
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].
3.Read more ›
Most Recent Customer Reviews
David is a great writer and researcher, a powerful combination, that make his books not just interesting to read but also highly worthwhile. Read morePublished 6 months ago by Drew Neisser
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.
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 on July 7, 2013 by Saximo
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 morePublished on December 11, 2011 by Mike Le
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 morePublished on February 13, 2011 by Wander Lust
This is a fabulous book. A lot of marketing experts offer half-baked hints and tips for exploiting the potential of social networks. Read morePublished on February 1, 2011 by Laura Brown
David Roger's has written more than a blazing hot biz book of the moment...no flash in the pan thinking on this one. Read morePublished on January 29, 2011 by Trish Rubin/TrishNYC
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