San Francisco : Jossey-Bass, c2011
310 p. : ill. ; 24 cm ISBN/ISSN:
9780470928448 (cloth), 0470928441 (cloth), 0470928441 :, Language:
The rise of pre-commerce -- The evolution of pre-commerce -- The move from market research to customer insights -- Meet the new influencers -- The secrets to successful pre-commerce marketing -- Building ambassadors for your brands -- The tectonic plates of the pre-commerce world -- How idea generation works -- Customer support : the new revenue stream -- Politics and business : reshaping our beliefs -- Creating your intellectual network -- Antibodies, enablers, and heroes -- Conclusion : getting started
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