The Customer Century : Lessons from World Class Companies in Integrated Communications (Routledge Corporate Communication Series) (Routledge Corporate Communication Series)
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The Customer Century : Lessons from World Class Companies in Integrated Communications (Routledge Corporate Communication Series) (Routledge Corporate Communication Series) - Customer Reviews, Information, Ratings, and Prices
The Customer Century : Lessons from World Class Companies in Integrated Communications (Routledge Corporate Communication Series) (Routledge Corporate Communication Series)
Say goodbye to the production century. Savvy and all-powerful consumers are at the helm. Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Federal Express, Hewlett-Packard, Ericsson, Philips, and Xerox, Gronstedt provides the keys to thriving in the upcoming "customer century." Companies must learn to integrate communications three dimensionally: externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Packed with hands-on advice, this book is a roadmap to success in the Customer Century. Explains a hot, new management strategy Includes practical tips and strategies
Customer Reviews:
Avg. Customer Rating: 4.5 / 5.0
The three dimensions of communication:
In the past companies could succeed based on how well they were able to produce and sell goods. Now, we are moving from the Production Century to the Customer Century, in which success depends on how well a company is able to satisfy its customers. To satisfy customers, companies must integrate marketing and communications throughout the organization. According to the author, marketing and communications should be integrated along three dimensions. 1. Integrated external communication: this is the... more info
Lots of good ideas from world-class companies:
I work as a consultant for a PR agency, so I'm supposed to know what is "best practice" in the realm of communications. This book compiles real-world examples from a dozen European and U.S.-based companies that seem to be getting it right: FedEx, Hewlett-Packard, GM Saturn, ABB, and others.
My principal interest in the book was in finding a source of good ideas that I can adapt for use by clients, and I was not disappointed. Anyone in a communications role, whether in-house or outsourced, can benefit by... more info
Fascinating insights and useful framework:
This is the most comprehensive book I've come across on how to strategically managing communications at every point of contact with customer and stakeholders. Gronstedt has written a practical book that provides fascinating insights into the inner workings of companies like Saturn, HP and FedEx. The examples are woven together into a "3D" model of integrated communications, which is a very useful framework for analyzing organizational communications. I'm really looking forward to sharing this book with my... more info
A whole new way of looking at business:
This book sets the stage for the new economy from a customer perspective, in a more clear and complelling way than anything else Ive read. It provides a whole new way of looking at business. Its a real treasure trove of inspiring ideas and captivating stories from the front lines of integrated communications and supports many concepts I have found useful in my own international consulting. Ill definitely be referring back to it time and time again.
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