BBC Business Headlines

S&P index set for record winning streak
The index tracking the 500 biggest public companies in the US has risen almost 325% since 2009.


Can Venezuela halt hyperinflation?
Experts doubt that lopping five zeroes off the currency will solve its economic woes anytime soon.


Ex-UBS trader avoids deportation - for now
Kweku Adoboli, who was convicted of a huge fraud in 2012, is trying to avoid being sent back to Ghana.


Microsoft claims win over 'Russian political hackers'
Cyber-attacks on US political groups are stopped after Microsoft grabs key net domains, the company says.


Nike removes balaclava accused of 'targeting gun culture'
The company says it was "in no way condoning the serious issues of criminal and gang culture".



Search Books:

Join our mailing list:


Business Blogs

Paul Krugman

Partisanship, Parasites, and Polarization
Are direct-marketing scams destroying the republic? A serious question. read more...




Online Marketing for Busy Authors
Now available!



Buy the Book


The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age

by David L. Rogers

Published by Yale University Press

Read Excerpt

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: 

  • ACCESS -  be faster, be easier, be everywhere, be always o
  • ENGAGE -  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 enterprise

Rogers 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: 

  • 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.


pub date: 2011-01-11 | Hardcover | 9780300165876