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Don't Just Relate - Advocate: A Blueprint for Profit in the Era of Customer Power
By Glen Urban
Hardback, 2005, 234pages, very good condition
Beyond "relationship marketing": The new route to success with today's empowered customer

Don't fight your customers: earn their trust!

Craft customer advocacy strategies that work

Reduce customer acquisition costs, increase margins, accelerate growth

Deepen customer trust, one step at a time

Learn from the experiences of today's customer advocacy pioneers

For every CxO, board member, marketing leader, and strategist

Today, customers call the shots?and they know it. You can fight them, and lose. Or you can become a true customer advocate, and win.

Customer advocacy means faithfully representing your customers' interests. It means giving them open, honest, and complete information (because they'll discover the truth no matter what you do). It means talking with them, not at them. And it requires a massive transformation in both your culture and your processes. Now, one of the world's leading marketing innovators shows why you must make that transformation? and how to make it work.

MIT's Glen Urban covers the entire "pyramid" of customer advocacy: the "base" (starting with TQM and customer satisfaction initiatives); the "middle" (relationship marketing); and the "pinnacle": new advocacy techniques built on trust, not coercion. Drawing on the latest customer advocacy initiatives at firms such GM, Intel, Qwest, and John Deere, he identifies crucial lessons for earning customer trust, keeping it, and profiting from it.

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