Publisher's Synopsis
Since its debut, E-commerce has been centered on the transaction. Now, we are entering the era of Pre-Commerce where customers make their own decision to buy or support a brand before the transaction. The Pre-Commerce Company explains how the exploding use of social media channels has fundamentally changed the way customers go about making their purchasing decisions, how they educate themselves, and why they choose to support certain brands above others. It shows what executives must do to re-create the way their companies and interact with and learn from their customers, employees, and competitors. It includes exclusive interviews and anecdotes Pearson has conducted or experienced with numerous influential C-suite executives including Michael Dell, Sally Susman (CCO of Pfizer), Lee Scott (former CEO of Wal-Mart), Marc Benioff (CEO of Salesforce.com), Paul von Autenreid (CIO, Bristol Myers Squibb) and others. Offers a step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now Explores the concept of Pre-commerce--thatthe customer's decision decision-making happens well before a transaction takes place Shows how to build internal employee networks and how to tackle the pre-commerce infrastructure Pearson reveals that the best ideas are often free and the technology needed is rarely a cost-issue. Instead, it's a matter of the top executive deciding to adopt a new way of engaging directly with its customers.
