by Charlene Li, Josh Bernoff · tapa blanda · ISBN 9781422161982
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«Groundswell» is the essay on social technologies by Charlene Li and Josh Bernoff, published by Harvard Business Review Press in paperback.
It explains how social technologies (blogs, networks, YouTube, podcasts) give consumers a voice, as they comment on products, write news and seek deals. Faced with this movement, it shows managers how to turn it into an opportunity and proposes strategies to listen, engage and mobilise customers.
Revised and expanded edition, published in 2011. Text in English; 332 pages. Original subtitle: 'Winning in a World Transformed by Social Technologies'.
Aimed at managers and marketing professionals seeking to understand the impact of social technologies on business.
