Li and Bernoff (Forrester Research) have teamed to provide new marketing methods and strategies for businesses that may be affected by customer feedback through blogs, social networking and even Wikipedia. Using 25 case studies from around the world, the authors offer tips on how to take advantage of web activity to generate revenue, save money and enhance customer service. Insights from companies such as Proctor & Gamble, Dell and Best Buy are examined, with marketing professionals describing the benefits of embracing the "groundswell" approach as opposed to fearing negative feedback from customers. Written for marketing and management professionals, this book also discusses the advantages of involving employees at every level to reinforce a company image. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)

Offering a strategy to winning in a world transformed by social technologies (blogs, podcasts, and social networking sites), the authors have designed a four-step process for building these technologies into a business.