INTENTION ECONOMY: WHEN CUSTOMERS TAKE CHARGE
Author(s): SEARLS, DOC
In this title, Doc Searls maps out the implications of a customer-driven business revolution that's flipping the paradigm of supply and demand, and putting consumers in charge. Who owns the marketplace? Is it business - or the customer? According to Doc Searls, widely-read journalist and blogger and co-author of "The Cluetrain Manifesto", customers are on the verge of becoming truly free and independent actors in the marketplace with the power of telling vendors what they want, how they want it, and where and when they should be able to get it. This imperative shift in customer power will alter the balance of the market and usher in what Searls calls the "intention economy". In this book, Searls lays out a map for an economy driven by consumer intent, where vendors can - and must - respond to the actual intentions of customers, instead of simply vying for customer attention in hopes of selling them what they might want. In the intention economy, individual power increases, demand drives supply, and information precedes money. Only the vendors and organizations that are ready for the change will survive, and thrive.
In fact, says Searls, this paradigm shift has already taken place in many concrete ways - for example, how "vendor relationship management" is supplanting "customer relationship management". And there are more indications on the horizon that the tipping point is not far behind. "The Intention Economy" maps out the implications - both immediate and far-reaching - for business and the world.
Product Information
"Finally a thoughtful, hype free book worth reading about digital marketing, the relationships we have with vendors, and a vision for a better future where we have greater control of our personal data." -- ZDNet
"'Consumers have a right to exercise control over what personal data companies collect from them and how they use it.' That's the way the draft of the US Government's planned Privacy Bill of Rights begins. If you want to understand what this really means, then Doc's book is "the" place to start. In fact, if you want to understand anything about what's really happening with customers, this book is for you. An excellent read." -- JP Rangaswami, Chief Scientist, salesforce.com
"Profound, far-reaching, and one of those books people will be bragging about having read five or ten years from now." -- Seth Godin, author, "We Are All Weird"
"This book provides a much-needed road map for a profound shift in global markets. Vendor Relationship Management will turn markets as we know them inside out. Searls, as the key architect of this new movement, provides a compelling view of both why and how these changes will occur. You cannot afford to ignore this book." -- John Hagel, Co-Director, Center for the Edge; coauthor, "The Power of Pull"
"From Doc's mouth to vendors' ears! Doc Searls describes the economy the way it should be, with vendors paying attention to individuals' wants and needs. I see a few such business models emerging, and I hope Searls's book will incite a rush of them." -- Esther Dyson, angel investor
"Deliciously skeptical of today's business models, Searls paints a compelling picture of the future. And if you're a business manager, "The Intention Economy" is essential reading. Think of it as an API for dealing with empowered customers. " -- Don Peppers and Martha Rogers, Ph.D., co-authors of "Extreme Trust: Honesty as a Competitive Advantage"
"No one has a better sense of the changing relationship between vendo
David "Doc" Searls is a journalist, columnist, author and a widely-read blogger, a fellow at the Center for Information Technology & Society (CITS) at the University of California, Santa Barbara, and a fellow alumnus (2006-2010) of the Berkman Center for Internet & Society at Harvard University. He is the co-author of The Cluetrain Manifesto.
General Fields
- :
- : Harvard Business School Publishing
- : Harvard Business School Press
- : 0.517
- : 02 April 2012
- : 236mm X 152mm X 30mm
- : United States
- : books
Special Fields
- : SEARLS, DOC
- : BB
- : 658.8
- : 256