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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’.
|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|
Posted April 6, 2000
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted March 21, 2000
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.