The Customer Century: Lessons from World Class Companies in Integrated Marketing and Communications
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The Customer Century is the quintessential roadmap for success in the new century. Based on seven years of research and in-depth interviews with senior managers of world leading companies in seven countries, it traces the last gasp of the Production Century and the rise of a new age where customers reign supreme. Taking the reader on a world tour of companies like Hewlett-Packard, Motorola, FedEx, and ABB, Gronstedt tells the inside story of how some of the world s leading companies have prepared for the Customer Century. Soundview Executive Summaries has already named The Customer Century one of the top 30 business books of the year 2000 among the 1,200 new business books released. Read the inspiring stories of how: The Saturn brand is built through strategically integrating external communications at every brand contact point. FedEx integrates vertical communication between senior management and front-line workers around the globe who are delivering the brand to customers every day. Xerox sets a new standard of horizontal communication using a global teamwork process and virtual communities on its Intranet. The turnaround of sleepy industrial giant ABB was managed by aligning external stakeholder communications with internal employee communications. ISS transformed itself into a global powerhouse of facility management through hi-tech communication vehicles of Intranets and Extranets, integrated with the hi-touch communication of personal service and global account management. Written in a refreshingly conversational style, The Customer Century is as entertaining as it is insightful. Booknews This book looks at how 14 of the world's top-performing companies, such as Hewlett-Packard and FedEx, have successfully integrated communications externally with their most profitable customers and stakeholders, vertically between senior management and front-line workers, and horizontally across departments and geographical boundaries. Gronstedt, a former professor at the U. of Colorado in integrated marketing communications, now runs a "think and do tank," consulting on the same topic. Annotation c. Book News, Inc., Portland, OR (booknews.com)
PrefaceixAcknowledgmentsxiIntroduction: From Bulls to Geese11Integrating Communications in 3-D: A Bird's-Eye View152First Dimension: Integrating External Communications483Second Dimension: Integrating Vertical Communications844Third Dimension: Integrating Horizontal Communications1145An Integrated Case Study: Delivering Results Overnight1446Integrating Communications Professionals: From Support Function to Business Driver1667Integrating High-Tech and High-Touch: From the World Classroom into the Customer Century207Index231
