The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications

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Based on hundreds of hours of in-depth interviews with senior marketing and corporate communications managers from top companies such as Hewlett-Packard, Ericsson, Philips, and Xerox, this book is packed with hands-on advice to ensure business success in the new millennium.

Companies must learn to integrate communications three dimensionally; externally with key customers, vertically between senior management and front-line workers, and horizontally across departments. Filled with hints, tips and strategies, this illuminating text shows readers the key to thriving in the upcoming ‘customer century’.

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Editorial Reviews

This book looks at how 14 of the world's top-performing companies, such as Hewlett-Packard and FedEx, have successfully integrated communications externally with their most profitable customers and stakeholders, vertically between senior management and front-line workers, and horizontally across departments and geographical boundaries. Gronstedt, a former professor at the U. of Colorado in integrated marketing communications, now runs a "think and do tank," consulting on the same topic. Annotation c. Book News, Inc., Portland, OR (
Philip Kotler
Of the scores of new marketing books published each year, this one merits special commendation. The Customer Century will radically change your ideas about marketing, company communications, and sound management practices. It’s guaranteed to give you a dozen new practical ideas for improving your company’s performance.
—Philip Kotler, Kellogg Graduate School of Management, Northwestern University
Don Peppers
The Customer Century and its insights into customer-centered enterprises like Hewlett-Packard and FedEx shows not only that integrated communication can be achieved, but that it absolutely must be achieved to make a real difference for your company.
— Don Peppers, partner, Peppers and Rogers Group, and co-author with Dr. Martha Rogers of The One to One Future and The One to One Manager.
Don Schultz
Gronstedt’s book brilliantly captures how to jumpstart the change processes for building customer value and successful brands. This thought provoking treatise on the new strategic role of communication should be required reading for any executive striving to succeed in the Customer Century.
—Don Schultz, Professor and co-author of Communicating Globally: An Integrated Marketing Approach
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Product Details

  • ISBN-13: 9780415921992
  • Publisher: Taylor & Francis
  • Publication date: 1/28/2000
  • Series: Routledge Corporate Communication Series
  • Edition description: New Edition
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Anders Gronstedt heads the Gronstedt Group, an integrated marketing and management consulting firm. He is also a senior advisor to Kreab, a Swedish-based communications consulting firm, and a former member of the Integrated Marketing Communications department at the University of Colorado.

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Table of Contents

Preface ix
Acknowledgments xi
Introduction: From Bulls to Geese 1
1 Integrating Communications in 3-D: A Bird's-Eye View 15
2 First Dimension: Integrating External Communications 48
3 Second Dimension: Integrating Vertical Communications 84
4 Third Dimension: Integrating Horizontal Communications 114
5 An Integrated Case Study: Delivering Results Overnight 144
6 Integrating Communications Professionals: From Support Function to Business Driver 166
7 Integrating High-Tech and High-Touch: From the World Classroom into the Customer Century 207
Index 231
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted April 6, 2000

    Compelling book about customer value and successful brands

    Every so often a book hits the stands which tells managers at all levels and in all kinds of organizations how to jumpstart the change processes for building customer value and successful brands. I definitely think this is that kind of book. It tells a compelling story about how to succeed in the new century based on the real life case stories. I find the three dimensions of integrated communications described in the book very useful in my own consulting with high tech start up firms.

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  • Anonymous

    Posted March 21, 2000

    Unique insights

    This comprehensive book, based on real-life business cases on integrated communications, is useful to me in my teaching as well as in my role as a management consultant. Now I have finally found a book with unique insights into the minds, boardrooms and business practices of some of the world's leading companies in integrated communications. Packed with hands-on examples, tools and checklists, this book is a tremendous resource! I'm making it mandatory reading in my classes and would recommend it to any professional.

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