Pre-Commerce: How Companies and Customers are Transforming Business Together

Pre-Commerce: How Companies and Customers are Transforming Business Together

Hardback

By (author) Bob Pearson, By (author) Dan Zehr, Foreword by Mark Addicks

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  • Publisher: Jossey Bass Wiley
  • Format: Hardback | 320 pages
  • Dimensions: 155mm x 231mm x 30mm | 522g
  • Publication date: 1 April 2011
  • Publication City/Country: Chichester
  • ISBN 10: 0470928441
  • ISBN 13: 9780470928448
  • Illustrations note: Illustrations
  • Sales rank: 1,127,653

Product description

Ideas for leaders to engage directly with customers to shape their brand and marketplace success Since its debut E-commerce has been centered on the transaction, which represents less than one percent of the time we spend online . Now, we are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves and why they choose to support certain brands above others. It shows what executives must do to re-create the way their companies interact with and learn from their customers, employees and competitors. It includes exclusive interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives during his time as leader of Dell's global social media team and as a consultant to Fortune 1000 companies, worldwide. Offers a step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now Begins with a foreword from Mark Addicks, Chief Marketing Officer, General Mills Over 25 Fortune 500 executives interviewed, including special side-bar interviews with Michael Dell and Marc Benioff Explores the concept of "Pre-commerce"--the customer's decision making happens well before a transaction takes place and continues after the transaction, representing 99# of time spent online, often outside a company's reach today Shows how to build internal employee networks and how to take your first and most important steps to integrate social media throughout your company. Pearson reveals that the best ideas are often free and the technology needed is rarely a cost-issue. Instead, it's a matter of the top executive deciding to adopt a new way of engaging directly with its customers.

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Author information

Bob Pearson is chief technology and media officer at WCG, a global communications com- pany. He is past president of SocialMedia.org and vice chair of the State of Texas Emerging Technology Fund. He also serves on the Procter & Gamble Digital Advisory Board, the Pfizer U.S. Health Advisory Board, and as an advisor to MyEdu and UserVoice. Formerly, he was vice president of Communities and Conversations at Dell and head of global communications at Novartis. He is a frequent blogger, speaker, and columnist, living in Austin, Texas, with his wife and two daughters.

Review quote

'A masterclass on ensuring every part of your organization leverages the power of social media.' (I, Global Intelligence for the CIO, July 2011).

Back cover copy

Praise for Pre-Commerce"Time to stop studying social media and make it real in your company. It's not just a marketing gimmick: it impacts everything you do and it's not going to go away. Pearson gives you the map to make social media work in every department of a global enterprise." --Andy Sernovitz, CEO, SocialMedia.org"The pace at which online and offline are smashing together in this always-connected world is simply staggering. Bob Pearson is a leading thinker in this area, and he lays out some powerful and simple ways to have pre-commerce--what we call at Google 'Zero Moments of Truth'--help transform your business. Everyone who cares about connecting with consumers should read this book." --Kevin Kells, National Industry Director, Google"Pre-Commerce reveals yet another chapter in the digital revolution by showing us how profoundly the democratization of information has affected purchasing decisions and moved the center of control from your company into the marketplace. A must-read for CMOs, communications officers, and savvy executives everywhere." --Paul A. Argenti, professor of Corporate Communication at the Tuck School of Business, Dartmouth; coauthor, Digital Strategies

Flap copy

Ideas for leaders to engage directly with customers to shape their brand and marketplace successSince its debut, E-commerce has been centered on the transaction, which represents less than one percent of the time we spend online. The other 99 percent is referred to as Pre-Commerce--a time where customers make their own decisions to buy or support a brand before and after the transaction, with or without a company's involvement. Future leaders will develop expertise in how to become relevant throughout the entire online experience. Pre-Commerce explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves, and why they choose to support certain brands above others. It shows what executives must do to re-create the way their companies interact with and learn from their customers, employees, and competitors. The book includes exclusive interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives during his time as leader of Dell's global social media team and as a consultant to Fortune 1000 companies, worldwide. Filled with a wealth of information, PreCommerceOffers a step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now Begins with a foreword from Mark Addicks, Chief Marketing Officer, General Mills Contains over twenty-five Fortune 1000 executives' interviews, including special Case Study interviews with Michael Dell and Marc Benioff Shows how to build internal employeenetworks and how to take your first andmost important steps to integrate socialmedia throughout your company Pearson reveals that the best ideas and the technology needed are rarely a cost issue. Instead, it's a matter of top executives deciding to adopt a new way of engaging directly with their customers.

Table of contents

Foreword by Mark Addicks, Chief Marketing Officer, General Mills. 1 The Rise of Pre-Commerce. 2 The Evolution of Pre-Commerce. 3 The Move from Market Research to Customer Insights. 4 Meet the New Influencers. 5 The Secrets to Successful Pre-Commerce Marketing. 6 Building Ambassadors for Your Brands. 7 The Tectonic Plates of the Pre-Commerce World. 8 How Idea Generation Works. 9 Customer Support: The New Revenue Stream. 10 Politics and Business: Reshaping Our Beliefs. 11 Creating Your Intellectual Network. 12 Antibodies, Enablers, and Heroes. Conclusion: Getting Started. Endnotes. Acknowledgments. About the Author. Index.