by Charlene Li, Josh Bernoff · Harvard Business School Press · tapa dura · ISBN 9781422125007
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«Groundswell: Winning in a World Transformed by Social Technologies» is the business essay by Charlene Li and Josh Bernoff in hardcover (286 pages, English).
It starts from the fact that consumers talk about brands on blogs, social networks and YouTube in a «groundswell» that escapes corporate control. Charlene Li and Josh Bernoff explain how to evaluate these technologies and understand audience participation to integrate them into strategy, with real cases from health, commerce and services.
Revised and expanded edition, with chapters on Twitter and social network integration.
Recommended for executives, marketing professionals and strategy leaders seeking to understand how social networks transform the relationship with customers.
