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The Complete Idiot's Guide to Best Practices for Small Business by Gina Abudi, Brandon Toropov

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Chapter 19
Customer-Driven Marketing
In This Chapter
• Embracing Marketing 2.0 and the voice of the customer revolution
• Developing strong relationships with your customers
• Marketing best practices in a socially wired world
• Finding the right tools to get the word out about your products and services
For most of the twentieth century, the discipline of marketing was essentially a one-way push conduit that generated appeals to targeted groups of prospective buyers and then called on people to take action, usually by making a purchase that didn’t involve a salesperson. Typically, there was no meaningful pre-sale communication between an individual buyer and the selling organization. Companies created products, services, and offerings, and then ...

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