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Short Synopsis
New-media pioneer Pete Blackshaw contends that because anyone with a computer can broadcast an opinion to millions and derail a multibillion-dollar company or undermine a global brand, companies today need to build and maintain credibility on every front.

Full Synopsis
In today's Internet-driven world, customers have more power than ever. Through what interactive marketing expert Pete Blackshaw calls "consumer-generated media"—blogs, social networking pages, message boards, product review sites—even a single disgruntled customer can broadcast his complaints to an audience of millions. Blackshaw shows managers, marketers, and business leaders how to establish and maintain credibility for their brand by being authentic, listening and responding to customers, and forming relationships built on openness, transparency, and trust.

Filled with stories based on his experience working with Fortune 500 brands such as Toyota, Dell, Nike, Sony, General Motors, Unilever, Nestlé, Southwest Airlines, and Bank of America, Blackshaw offers a clear strategy for sustaining a competitive advantage by creating enduring, loyal relationships with today's consumer.

"Informative, energetic and entertaining, this is a marvelous argument for corporate responsibility and accountability, interesting to laypeople and instructive for executives." ---Publishers Weekly

"The concept of the potential damage resulting from negative publicity is especially powerful in James's strong narration." ---AudioFile

Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000

Running a Business in Today's Consumer-Driven World

Author Pete Blackshaw

Narrated by Lloyd James

Publication date Jul 22, 2008

Running time 6 hrs

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