@YourService

@YourService

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Eliason, Frank John Wiley & Sons, Inc., 2012 Audio summary available
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IN THIS SUMMARY

Historically, companies could control their image and sell their goods and services through traditional marketing. However, thanks to the advent of the Internet and social media, hyperconnected Customers are the main brand promoters or detractors in today’s marketplace. In fact, Customers are so crucial that in his book @YourService, Frank Eliason argues that businesses should learn to capitalize the word. In a Customer-driven market, creating a brand trusted for its exceptional products and superlative service is essential, and in Eliason’s book, he explores how companies can adapt and flourish in the emerging yet critical field of social media.