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Communities Dominate Brands: Business and Marketing Challenges for the 21st Century Hardcover – 5 Mar 1930


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Product details

  • Hardcover: 304 pages
  • Publisher: futuretext; Second Printing edition (5 Mar. 1930)
  • Language: English
  • ISBN-10: 0954432738
  • ISBN-13: 978-0954432737
  • Product Dimensions: 15.6 x 1.8 x 23.4 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 229,409 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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From the Inside Flap

The emergent consumer. No longer alone, connected, empowered and armed to the teeth with information from the internet and the mobile phone, digitally connected consumers are brand polygamists or worse. How will your business survive the Community Generation? Can you build passionate brand advocates or will you face an overwhelming community out to destroy you?

Communities Dominate Brands covers changes altering business and industry worldwide with lessons from leading connected societies such as Finland, Korea, Japan, Hong Kong as well as the UK and USA. The authors explain community behaviour in gaming and virtual worlds, among bloggers and the ever growing herds swarming with the mobile/cellular phones.

Archaic business models are under threat by the new world order of the new digital economics. Raiders are after your customers like never before. Communities Dominate Brands discusses disruption, convergence, cannibalisation and new marketspace. The authors explain the business relevance of CANs, iPod, MMOGs, MVNOs, PVRs, SMS text messaging, VOD. This is the definitive business and marketing book, showing what businesses need to do to make money in the new digitally converging environment.

Dominate through Engagement. Through the wholesale unbundling of the media audiences are now learning the benefits of two-way flows of information. Traditional interruptive advertising, branding and marketing isn't working anymore. A new way of customer engagement is needed, and the authors provide over 50 examples and a dozen case studies by global brands such as Adidas, Apple, Audi, BBC, Boeing, Coca Cola, eBay, Ford, Google, Guiness, MTV, Nokia, Orange, Philips, Red Bull, Sony, Tesco, Vodafone, etc.

Fully indexed, impeccably researched with documented sources Communities Dominate Brands is a hands-on practical business handbook on how to adjust marketing to deal with communities. Defining the next generation of consumer, Gen-C, and introducing tools such as the Alpha Users, the 4C’s and Reachability, the authors provide a competitive head-start to all who want to achieve customer loyalty and return business in the 21st century. The old way of doing business is over, the time of brands dictating and advertising interrupting is now being overtaken by interractive community-oriented engagement marketing.

This is the business book to read now.


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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By "rstevens1970" on 27 April 2005
Format: Hardcover
This is the first book I have seen to take a wholistic view of the disruptive forces in business and tie it together with the new emerging customer. While many books have examined mobile phones or blogging or gaming, this is the first to examine the connected customer community broadly and comprehensively.
The book continually impresses with vivid expert opinions, quotes and stats, and page after page of thoroughly documented examples. The book proceeds logically through the major trends in society from technology, disruptive forces facing business, the convergence and divergence opportunities and threats from fragmentation and media, to how customers are changing and evolving. The book discusses the current crisis in marketing communications, TV, press, advertising and branding. Then it proceeds to show the power of communities finishing with valid and practical advice on how to engage those new customers and communities. The last three chapters build on the earlier ones and leave the reader stunned by how extensive a change is already happening with global brands like Adidas, Red Bull, Boeing and Ford.
The authors manage to keep the book timely and incredibly insightful by examining three distinct groups of communities in great depth. They cover bloggers and the blogosphere as the most influential community right now. They discuss the virtual world and multiplayer videogaming communities which are most evolved into the community-spirit and new rules. And they explain the growing relevance of the largest digital community, the smart mobs connected by mobile phone.
The book includes insightful and immediately usable theories. I particularly liked the Four C's, Alpha Users, Engagement Marketing and Generation-C.
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By A Customer on 14 July 2005
Format: Hardcover
As someone who works in the marketing communications industry, I've found this book a great source of ideas, killer facts and stealable quotes with which to pepper a presentation. More fundamentally it is a well argued, powerful case that the 'old world order' in marketing is being fundamentally changed. You may disagree with some or all of it you'll still have to deal with the themes they highlight.
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Format: Hardcover
If you have anything to do with marketing, mobile, advertising or the media this is essential reading.

It's a wake-up call for anyone who thinks today is just like yesterday, just a little bit faster.

Read it and you WILL want to change the way your business functions.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 10 reviews
8 of 8 people found the following review helpful
Brilliant, deep book makes you think 6 May 2005
By Aaron C - Published on Amazon.com
Format: Hardcover
This book impresses on every page with statistics, quotes, evidence and logic. The book proceeds logically from one concept to another. It forces the reader to re-examine assumptions, and constantly presents impressive examples from all around the world. The concepts are real, the trends sustainable and therefore their conclusions are indisputable.

The book is loaded with insightful examples and revealing case studies. The brand names and companies are all household names but the reader will be surprised how many unrelated industries are now involved with communities, from Adidas to Red Bull. Many times you have to put the book down to fully grasp the extent of their meaning.

There are chapters on blogging, on virtual worlds/videogaming and on cellphone based Generation-C. These are used as the three primary areas where digital communities already exist. The book then shows how just about every industry from TV and the internet to locksmiths and aerospace are feeling the impacts of communities.

The early part of the book discusses familiar themes of disruptive technologies, convergence and fragmentation. These are amplified with alarming facts, stats and examples. The second half of the book takes the reader deep into the near future, showing what changes are already happening to society. The book makes a compelling case as it so broadly provides examples from countries such as Japan, South Korea, Hong Kong, England, Finland, Holland etc, in addition to USA and Canada.

The book concludes with the earth-shattering impacts to all of business, that brand dominance is now being superceded by community power. But where most books might end at introducing a revolutionary new problem or issue, this book goes on with another chapter to explain how that problem can be solved.

A remarkable book, thoroughly captivating, immensely insightful. I recommend it to anyone in business or technology.
1 of 1 people found the following review helpful
Incredibly practical book on hottest business topics today 18 Nov. 2005
By R Stevens - Published on Amazon.com
Format: Hardcover
This amazing book continually impresses with vivid expert opinions and quotes with statistics and page after page of thoroughly documented examples. The book book proceeds logically through the management concerns of today, including disruptive technologies, convergence and fragmentation etc. Then it looks at the crisis facing traditional advertising, branding and marketing. The last three chapters of the book build on the earlier ones show how extensive a change is already happening with global players like Adidas, Red Bull, Boeing and Ford.

The book includes insightful and immediately usable theories. I particularly liked the Four C's the Alpha Users, Engagement Marketing and Generation-C. To top it off, the book includes 13 revealing case studies. I suggest you read Oh My News Korea, Twins Hong Kong and Habbo Hotel Finland to really see the future impacting traditional businesses. I thoroughly enjoyed the book, am now rereading it, and recommend it to anyone in business.
1 of 1 people found the following review helpful
If you haven't read this yet what a treat you have in store! 21 Jun. 2005
By Sian Kirwan - Published on Amazon.com
Format: Hardcover
An excellent insight into what enpowered communities will want to do. For people who are interested in the rapidly growing opportunities of the mobile connected youth there are some brilliant inspirational ideas leaked.

What is the value of a blog? who is the writer? why have they felt compelled to write?

Well in this case it's because you will find nothing that has a better finger on the pulse of newly emerging connected communities - communities that have the power to ruin your brand or promote your competitors.
Informative and Well Written - A Great Resource 24 Sept. 2007
By Kasmore Rhedrick - Published on Amazon.com
Format: Hardcover
Although many of the ideas covered in this book are already published by some of the better media analysts blogging on the Net I recommend reading Communities Dominate Brands as a way of getting a thoroughly constructed write-up on the current trends and winning tactics that best connect the 21st century customer to your brand.

The detailed bibliography, recommended websites, and recommended blogsites compiled in the back of the book are, alone, worth the purchasing price and deflect the "datedness" that so often plagues the books that define current trends in New Media shortly after their publication date.

I would approach this book as a primer for Marketing/Branding in the new millennium and the resources compiled in the back as a guide to where to go to stay up to date on the current developments in this dynamic landscape.

Another distinguishing factor from what is normally published on blogs is that Ahonen and Moore give historical detail as well as show how the different actions by online and cell-phone leveraged communities are affecting each other and changing the way a generation is engaging with products and brands. I also enjoyed the international perspective that these authors were able to bring to the subject; they give examples of what is going on in other countries, not normally covered in the American-centric blogosphere.
Relevant "Viral" Marketing Ideas 4 May 2006
By Glenn Greenblatt - Published on Amazon.com
Format: Hardcover
"Communities Dominate Brands" is a great reference for anyone attempting to develop market reach to connected mobile device communities of young consumers. It describes how to invite today's mobile device totting tech savvy 20 somethings to your products or services, -because conventional advertising isn't working. There's good background on the genesis of this community; and, how it socially evolved with relevant advances in technology, especially mobile devices.
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