BBC Business Headlines

Takata: Airbag-maker files for bankruptcy
Japanese firm faces billions of dollars of liabilities linked to the biggest ever automotive recall.


Crown Resorts staff jailed for enticing Chinese gamblers
Three Australian Crown Resorts employees broke the law by enticing Chinese high-rollers to casinos.


Italy forced to bail out two more banks for 5.2bn euros
Rome will spend at least 5.2bn euros to rescue Banca Popolare di Vicenza and Veneto Banca.


Lord Adonis: Brexit delay over Heathrow must end
Political uncertainty must not hold up Heathrow airport plans, says the top infrastructure adviser.


Co-operative Bank no longer up for sale
The bank says it expects to make a further announcement on fund-raising plans to safeguard its future.



Search Books:

Join our mailing list:


Business Blogs

Paul Krugman

Zombies, Vampires and Republicans
When Trump is just an ignorant bystander. 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