Customer. Community
Unleashing the Power of Your Customer Base
254 pages, parution le 17/04/2002
Résumé
"In this age when there is increased competition for
everything, customers need a reason to stay loyal to a
particular brand. Banks and Daus show how to build the
"customer community"--an online community based on the
foundations of historical communities that respects the
individual's value as a human being and provides a means
for companies to increase their bottom line."
Contents
- Foreword: The Right Thing to Do (Scott Cook).
- Preface.
- Acknowledgments.
- Introduction: The Customer-Community.
- Is Commerce Antithetical to Online Community?
- How Customer-Communities Advance.
- Your Business Goals.
- E-Commerce Experiences That Span.
- Maslow's Hierarchy of Needs: Individual, Social, and Spiritual.
- The Foundation for Strong Communities.
- Ten Types and Thirty-Five Examples of Customer-Communities and Their Defining Characteristics.
- Overcoming the Inherent Challenges of Large-Scale Communities.
- Discovering the Intrinsic Bonds Within Your Customer Base.
- Sixteen Bottom-Line Possibilities.
- Aligning Strategy, Structure, Communication, and Leadership.
- Ten Questions to Help You Think Through the Issues.
- Afterword: Turning Customer-Communities into Gold, Harry Potter Style (Michael Lowenstein).
- Notes.
- Index.
- The Authors.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Drew Banks, Kim Daus |
| Parution | 17/04/2002 |
| Nb. de pages | 254 |
| Format | 16 x 23,5 |
| Couverture | Relié |
| Poids | 529g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780787956219 |
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