Crowd Surfing Surviving And Thriving In The Age Of Consumer Empowerment

The way people buy has gone through a massive revolution in recentyears: thanks to blogs, review sites and chat rooms, we no longer haveto rely on what a company says about its products and services - we canread what our fellow consumers think about what they've bought, andmake our own decisions bearing those views in minds. The result?Empowered customers who know exactly what they want and who can nowexplore many ways to get it. Many companies, however, just won't accept that things have changed and haven't adjusted their marketing efforts to match. In Crowd Surfing,David Brain and Martin Thomas explain what marketers, advertisers andbrand specialists need to do to communicate with today's savvierconsumers. They include case studies of successes and failures from thebusiness world and beyond, and interview leaders such as Michael Delland Sebastian Coe to help illustrate their points.