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

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Overview

Ideas for leaders to engage directly with customers to shapetheir brand and marketplace success

Since its debut, E-commerce has been centered on thetransaction, which represents less than one percent of the time wespend online. The other 99 percent is referred to asPre-Commerce—a time where customers make their own decisionsto buy or support a brand before and after the transaction, with orwithout a company's involvement. Future leaders will ...

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

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Overview

Ideas for leaders to engage directly with customers to shapetheir brand and marketplace success

Since its debut, E-commerce has been centered on thetransaction, which represents less than one percent of the time wespend online. The other 99 percent is referred to asPre-Commerce—a time where customers make their own decisionsto buy or support a brand before and after the transaction, with orwithout a company's involvement. Future leaders will developexpertise in how to become relevant throughout the entire onlineexperience.

Pre-Commerce explains how the exploding use of social mediachannels has fundamentally changed the way customers go aboutmaking their purchasing decisions, how they educate themselves, andwhy they choose to support certain brands above others. It showswhat executives must do to re-create the way their companiesinteract with and learn from their customers, employees, andcompetitors. The book includes exclusive interviews and anecdotesPearson has conducted or experienced with numerous influentialC-suite executives during his time as leader of Dell's globalsocial media team and as a consultant to Fortune 1000 companies,worldwide. Filled with a wealth of information, PreCommerce

  • Offers a step-by-step process for leaders to apply thisknowledge to begin transforming their companies, right now
  • Begins with a foreword from Mark Addicks, Chief MarketingOfficer, General Mills
  • Contains over twenty-five Fortune 1000 executives' interviews,including special Case Study interviews with Michael Dell and MarcBenioff
  • Shows how to build internal employeenetworks and how to takeyour first andmost important steps to integrate socialmediathroughout your company

Pearson reveals that the best ideas and the technology neededare rarely a cost issue. Instead, it's a matter of top executivesdeciding to adopt a new way of engaging directly with theircustomers.

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Product Details

  • ISBN-13: 9780470928448
  • Publisher: Wiley
  • Publication date: 3/15/2011
  • Edition number: 1
  • Pages: 320
  • Sales rank: 1,450,234
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.40 (d)

Meet the Author

Bob Pearson is chief technology and media officer at WCG, aglobal communications com- pany. He is past president ofSocialMedia.org and vice chair of the State of Texas EmergingTechnology Fund. He also serves on the Procter & Gamble DigitalAdvisory Board, the Pfizer U.S. Health Advisory Board, and as anadvisor to MyEdu and UserVoice. Formerly, he was vice president ofCommunities and Conversations at Dell and head of globalcommunications at Novartis. He is a frequent blogger, speaker, andcolumnist, living in Austin, Texas, with his wife and twodaughters.

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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.

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted January 5, 2014

    Warrior dens

    Dor wartiors to sleep.

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    Posted July 29, 2011

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