BBC Business Headlines

Huawei row: UK to let Chinese firm help build 5G network
The US wants its intelligence allies, including the UK, to exclude the Chinese telecoms giant.


Boeing uncertain how 737 crashes will hit profits
Boeing still does not know how the crisis over the safety of its 737 Max jets will hit its financial performance.


Wanted: New Bank of England boss
The government is using a recruitment firm for the first time suggesting it is broadening its search.


UK government borrowing lowest for 17 years
Full-year borrowing was still higher than the government's independent forecaster expected.


Jacinda Ardern leads effort to curb online extremism
New Zealand and France will host a summit aimed at curbing the use of social media to promote terrorism.



Search Books:

Join our mailing list:


Business Blogs

Paul Krugman

Survival of the Wrongest
Evidence has a well-known liberal bias 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