- House of Book: Crowd: Marketing Becomes Horizontal

Sunday, February 14, 2010

Crowd: Marketing Becomes Horizontal


Title: Crowd: Marketing Becomes Horizontal
Author: Yuswohady
Publisher: Gramedia

When consumers change the marketing approach must also be playing the bow. This book offers an entirely new marketing approach, which the author called HORIZONTAL MARKETING to respond to change. Simply put the new marketing is formulated in the formula E = wMC2, where E = powerful marketing energy; wM = word of mouth or recommendation by customer; and C2 = customer community both offline and online.

This book had a major thesis that, the energy marketing as power nuclear bomb would you get if you are able to combine two important elements of marketing's future, that is word of mouth (often called evangelism or net promoter) and the customer community.

Formula to bring it to the plain practical, the author translates into 11 MANIFESTO OF THE HORIZONTAL MARKETING:
1. Net Creates Networked Customers
2. Customers Are Evangelists
3. CONNECTING Customers
4. Treat Them As MEMBER
5. EXPRESS Their Aspirations
6. Facilitating Is Reason for Being
7. Authenticity Is the real differentiator
8. Brand Is CULT
9. Product Should Be Contagious
10. Joint Honest Conversation


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