SATISFIED CUSTOMERS TELL THREE(ISBN=9780385522724) 英文原版 txt umd azw3 下载 fb2 pdf 在线 免费

　　New-media pioneer Pete Blackshaw contends that because anyone

with a computer can broadcast an opinion to millions and derail a

multibillion-dollar company or undermine a global brand, companies

today need to build and maintain credibility on every front.

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　　PETE BLACKSHAW is executive vice president of strategic

services at Nielsen Online. A former coleader of interactive

marketing at Procter & Gamble and a graduate of University of

California at Santa Cruz, and then Harvard Business School, he has

been on the cutting edge of online media, consumer opinion, and

word-of-mouth behavior for more than a decade, and is quoted

frequently in the media. He lives in Cincinnati, Ohio.

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媒体评论

　　"In June 2006, a man named Vincent Ferrari had a shockingly

combative conversation with an AOL sales rep; he recorded it and

posted it on YouTube. More than 62,827 viewings later, AOL's

reputation was irretrievably damaged. In the digital age,

disgruntled customers are now in the driver's seat, argues

Blackshaw in this thoughtful and engaging book. With the advent of

Consumerist.com and other venues where customers can blow off steam

about bad service or deficient products, consumer generated media

is a force to be reckoned with. Since consumers trust other

consumers above companies or brands, a company's success depends on

its credibility and its ability to gain the trust and support of

Web-savvy, outspoken and influential customers. Through remarkable

stories of mass consumer advocacy and the power of bloggers and

ordinary Joes with an Internet connection and a bone to pick,

Blackshaw advises executives on how to build credibility into their

businesses through blogs, Web sites and video postings.

Informative, energetic and entertaining, this is a marvelous

argument for corporate responsibility and accountability,

interesting to laypeople and instructive for executives."

　　--Publishers Weekly