Marketing in the Groundswell

by Josh Bernoff and Charlene Li

Book Overview

Since Groundswell was published in April of 2008, two things have happened: The global economy has gone into the dumper; and at the same time, marketers have fallen in love with social technologies. So states author Josh Bernoff in his introduction to Marketing in the Groundswell, which offers vital information that everyone involved in marketing or in communicating with customers' needs to know. The book includes three core chapters...

• Format: Hardcover
• Language: English
• ISBN: 1422129802
• ISBN13: 9781422129807
• Release Date: June 2009
• Publisher: Harvard Business Review Press
• Length: 144 Pages
• Weight: 0.45 lbs.
• Dimensions: 0.8" x 4.7" x 7.3"

Customer Reviews

great manual of social media

Great book on the basics of social media, absolutely "must read" if you want to know what it is all about in the web 2.0 era.

Excellent resource

This is an excellent marketing resource, though I did think I was purchasing the entire book and not just the selected chapters this one contains.

Quick and concise info about social media

I had to read this book as part of our MBA marketing class and it provided very insightful information on what companies need to do to stay in touch with its customers. The authors inject real case studies and provide comic relief through reference of Blendtec's creative use of YouTube to increase brand awareness to its blenders. [...] It is very true that companies today need to be in-tuned with their customers and they can only do so if they keep their ears, eyes and conversations engaged in blogs, forums and other social networking mediums. It's a quick read, but very insightful.

Groundswell is swell - BUT don't buy both books!

I have read the original exceptional Groundswell book, and bought this book thinking that it might offer some additional insights on marketing strategies through social media. Shame on me - I did not read the description very well for this book. It is simply an abridged version of the original book, with three of the chapters reprinted. There is nothing new other than a very brief introduction by one of the authors. I'm at a loss as to why this book was published at all. I am giving the content of this book 5 stars because it deserves it. However, don't waste your money on this. Buy the full original book instead. You will get much, much more out of it. You can find the original book here: Groundswell: Winning in a World Transformed by Social Technologies