The Hidden Wealth of Customers


Illustrated by numerous case studies—, SAS Institute, 3M, Microsoft, and others—The Hidden Wealth of Customers shows the value some customers can have by helping to market your offerings, penetrate foreign markets, leverage the demand-generating power of social media, build customer communities, improve innovation, and more. Book explains how to effectively engage this crucial audience, which has the power to keep your strategy focused on important customer issues and increase profitability.


Chapters cover: 

  • The coming customer revolution
  • The most powerful sales force
  • The new marketing machine
  • Harnessing the Internet
  • Building customer communities in a networked world
  • Customer-enhanced strategy
  • The most innovative designers
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