David's next book, "The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age," will be published in fall 2010 by Yale University Press.
About the book:
There is no shortage of books about digital media, but what has been missing is a truly strategic take on how business owners can utilize the most powerful asset of the digital age: customer networks. Whether they are consumers, business clients, charitable donors, or election voters—today's customers are harnessing digital tools to connect, communicate, and contribute to businesses.
In The Network Is Your Customer, digital strategy expert David Rogers shows business owners and company leaders how to think strategically about customer networks and harness their power to create new opportunities for any organization. By identifying the five core behaviors of networked customers—accessing, engaging, customizing, connecting, and collaborating—he uncovers five core strategies that any organization can use to create new value.
These five strategies can be used not just for communications and social networking, but to drive sales, enhance innovation, reduce costs, gain customer insight, and build breakthrough products and services that rewrite existing business categories.
With clear analysis and practical frameworks, Rogers shows how any organization can apply the five strategies to meet its own key business objectives. He presents over 100 case examples from numerous consumer, B2B, and nonprofit categories. And he offers a clear process for planning and implementing a customer network strategy. Whether they sell shoes or news, software or healthcare, any business leader who wants to succeed in our digital age will find the answers they need in The Network Is Your Customer.
David Rogers is executive director of the Center on Global Brand Leadership at Columbia Business School, in New York City.
The Network Is Your Customer:
5 Strategies to Thrive in a Digital Age
by David L. Rogers
Yale University Press, Fall 2010 |
