Don’t Just Relate — Advocate:A Blueprint for Profit in the Era of Customer Power

In today's environment, you must build unprecedented trust with customers who have more information, options, and sophistication than ever.  You must transcend "relationship marketing" to focus on maximizing customer interests and deepening customer partnerships.  It's not easy.  But if you do it, you gain immense opportunities your competitors simply can't touch.

In today's environment, you must build unprecedented trust with customers who have more information, options, and sophistication than ever.  You must transcend "relationship marketing" to focus on maximizing customer interests and deepening customer partnerships.  It's not easy.  But if you do it, you gain immense opportunities your competitors simply can't touch.  In Don’t Just Relate, Advocate you'll learn how to improve on all eight elements of customer advocacy, from transparency to partnership. MIT’s Professor Glen Urban answers frequently asked questions about advocacy strategies, helping you identify and overcome your most significant obstacles. Then, he shows how to align culture, metrics, incentives, and organization, driving effective advocacy throughout your entire organization.