Wiki Brands: Reinventing Your Company in a Customer-driven Marketplace

摘要

If you do not know what the word "brand malleability" is, (p. 51), that is probably a reason to read the book. The authors do a good job of laying out the tools, and the reasons for them, in which marketers must invest to even be in the game. Right down to the Wikibrands Primer on page 277, readers will finish this book knowing it was worth the money. If they are new to marketing, it will scare them to death; if they are in mid-career, it will also scare them to death! No matter how long you have been in marketing, whether teaching it or practicing it, this book packs a wallop of information about where marketing is going with the help of media upstarts and how customers expect to be included.