Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Best advice on getting more customers, 30 Sep 2008
I run my own coaching business and Hayden's book, Get Clients Now is full of practical and easy to use advice for getting more clients. It breaks the process of a marketing / selling your services to new clients into clear strategic areas. You can pick a specific area and work up a detailed plan and daily action list. What I really like about it is you can tailor your activities to suit your personality. So, if you like meeting people, then you can concentrate on networking. If you prefer writing or public speaking, there are options for these activities.
Everything is broken down into 28 day programmes with an emphasis on success. If you only read one book on how to market your business, read this one!

A triumph for regular, consistent action!, 04 May 2007
Having had the book for a while, I've just been doing the program again just before I offer it for the first time as a facilitator. Not sure to be honest why I didn't get into it 100% before, but it seems to be a common tail - I'd say if you are getting this, find a coach, a buddy, group or hold yourself accountable for following through with the plans - this is above all an ACTION book!

Where have I got most out of it? Where I was clear about what I wanted. When I read the book clearly and with a mindset of action, and when I was ready to take the actions. And - it's OK to change your actions - I didn't really get that the first few times I tried to do the program.

First 28 day program done - 2nd about to start.

(...)

Excellent Marketing for Small Businesses, 24 Jan 2007
In a very readable style CJ Hayden presents a well structured method for building up your marketing. The book is aimed at the self employed and small businesses and Ms Hayden shows a good understanding of the difficulties we face in marketing ourselves. This is a workbook with sheets to fill in and tasks to do, and it is well worth the effort. Stick at it and you will improve your market profile, the leads you generate, and the number of presentations you get. There are no magic pills here. The author guides you through what you need to do, but ultimately you need to make those calls !. This is the best small business marketing plan I have seen. There are no secrets to marketing a small business. It comes down to legwork and "Get Clients Now" provides a very good structure to guide your efforts.

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Best advice on getting more customers, 30 Sep 2008
I run my own coaching business and Hayden's book, Get Clients Now is full of practical and easy to use advice for getting more clients. It breaks the process of a marketing / selling your services to new clients into clear strategic areas. You can pick a specific area and work up a detailed plan and daily action list. What I really like about it is you can tailor your activities to suit your personality. So, if you like meeting people, then you can concentrate on networking. If you prefer writing or public speaking, there are options for these activities.
Everything is broken down into 28 day programmes with an emphasis on success. If you only read one book on how to market your business, read this one!

A triumph for regular, consistent action!, 04 May 2007
Having had the book for a while, I've just been doing the program again just before I offer it for the first time as a facilitator. Not sure to be honest why I didn't get into it 100% before, but it seems to be a common tail - I'd say if you are getting this, find a coach, a buddy, group or hold yourself accountable for following through with the plans - this is above all an ACTION book!

Where have I got most out of it? Where I was clear about what I wanted. When I read the book clearly and with a mindset of action, and when I was ready to take the actions. And - it's OK to change your actions - I didn't really get that the first few times I tried to do the program.

First 28 day program done - 2nd about to start.

(...)

Excellent Marketing for Small Businesses, 24 Jan 2007
In a very readable style CJ Hayden presents a well structured method for building up your marketing. The book is aimed at the self employed and small businesses and Ms Hayden shows a good understanding of the difficulties we face in marketing ourselves. This is a workbook with sheets to fill in and tasks to do, and it is well worth the effort. Stick at it and you will improve your market profile, the leads you generate, and the number of presentations you get. There are no magic pills here. The author guides you through what you need to do, but ultimately you need to make those calls !. This is the best small business marketing plan I have seen. There are no secrets to marketing a small business. It comes down to legwork and "Get Clients Now" provides a very good structure to guide your efforts.

Fascinating insight into Tesco's use of customer purchasing data, 24 Aug 2007
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.


Tesco, Clubcard and its loyalty program, 08 Nov 2006
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Best advice on getting more customers, 30 Sep 2008
I run my own coaching business and Hayden's book, Get Clients Now is full of practical and easy to use advice for getting more clients. It breaks the process of a marketing / selling your services to new clients into clear strategic areas. You can pick a specific area and work up a detailed plan and daily action list. What I really like about it is you can tailor your activities to suit your personality. So, if you like meeting people, then you can concentrate on networking. If you prefer writing or public speaking, there are options for these activities.
Everything is broken down into 28 day programmes with an emphasis on success. If you only read one book on how to market your business, read this one!

A triumph for regular, consistent action!, 04 May 2007
Having had the book for a while, I've just been doing the program again just before I offer it for the first time as a facilitator. Not sure to be honest why I didn't get into it 100% before, but it seems to be a common tail - I'd say if you are getting this, find a coach, a buddy, group or hold yourself accountable for following through with the plans - this is above all an ACTION book!

Where have I got most out of it? Where I was clear about what I wanted. When I read the book clearly and with a mindset of action, and when I was ready to take the actions. And - it's OK to change your actions - I didn't really get that the first few times I tried to do the program.

First 28 day program done - 2nd about to start.

(...)

Excellent Marketing for Small Businesses, 24 Jan 2007
In a very readable style CJ Hayden presents a well structured method for building up your marketing. The book is aimed at the self employed and small businesses and Ms Hayden shows a good understanding of the difficulties we face in marketing ourselves. This is a workbook with sheets to fill in and tasks to do, and it is well worth the effort. Stick at it and you will improve your market profile, the leads you generate, and the number of presentations you get. There are no magic pills here. The author guides you through what you need to do, but ultimately you need to make those calls !. This is the best small business marketing plan I have seen. There are no secrets to marketing a small business. It comes down to legwork and "Get Clients Now" provides a very good structure to guide your efforts.

Fascinating insight into Tesco's use of customer purchasing data, 24 Aug 2007
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.


Tesco, Clubcard and its loyalty program, 08 Nov 2006
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.

Emotional Branding, 16 Nov 2008
There was a time that if you had a product, someone would buy it. You didn't have to worry about reaching your target audience, how the packaging would make people feel, or how the product would make the consumer's life better. People were eager for new products so if you had something to sell people would line up to try almost anything.

Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you'll find dozens of different types. Each has a variety of different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs.

The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want.

Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience.





Very nice book, refreshing and modern, good for self-study, 10 Feb 2004
This is a very nice book.
It's main advantages: it is simply written, many practical examples, some pictures, very modern.
The previous reviewer, I suppose, do not like the author for some reason, or he didn't understood, that Marc tries to show us some case studies, good and bad examples, like good MBA course. Rather than develop methodologies, formulas, etc.
This is very practical book. I am glad that it is written by designer in a simple but elegant way.
The author always try to give you suggestions on where to find futher information (books, websites) on each topic. It is the only book, where I found practical advices on practical design questions. Such as color, form, sound, etc. Again, the author also provides us with references to other sources which focus on these topics.
Very good book.

uses the aura of "emotional intelligence" to promote banding, 26 May 2002
This book is an example of an old concept in marketing, which can be found in Aaker's banding "bible" entitled "Managing Brand Equity" (1991): extending the brand "emotional intelligence" to branding.

So why did I purchase this book? Well, I wanted to look at the EQ side of branding and it made sense to know what others had written on the topic. After reading Aaker's book I understand I fell in a trap called "brand extension". This works as follows: if you want to launch a new product, look for an existing brand which is available and which you can extend to cover your new product. In this case, the "product" probably is Marc Gobé's brand creation firm and we all know that emotional intelligence is a label that sells well since Goleman put it on the map in 1996.

The problem is that many products sold under the label "emotional intelligence" aren't much related with that, and certainly do not help to raise your EQ. For me this is the case for this book. While it contains some useful messages around making sure your product is loved, that customers like the experience of using it (it should be engaging, fulfilling the customer's desire) and that you have to build a relationship with the customer. The body of the book then shows how there is an emotional link between several marketing aspects and the customer. Unfortunately, that wasn't really "new" to me, and what's worse, there isn't much "how to" in this book. In other words, while it may help to raise the awareness of some readers that the emotional aspect is important, that's all it does: it doesn't give you the tools to deal with this. I suppose Marc Gobé prefers you'd contact his branding agency rather than sharing some of its secrets.

In short, even if Aaker's book I mentioned in the introduction of this review is over 10 years old, it remains much more useful than "modern" books like this one.

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Best advice on getting more customers, 30 Sep 2008
I run my own coaching business and Hayden's book, Get Clients Now is full of practical and easy to use advice for getting more clients. It breaks the process of a marketing / selling your services to new clients into clear strategic areas. You can pick a specific area and work up a detailed plan and daily action list. What I really like about it is you can tailor your activities to suit your personality. So, if you like meeting people, then you can concentrate on networking. If you prefer writing or public speaking, there are options for these activities.
Everything is broken down into 28 day programmes with an emphasis on success. If you only read one book on how to market your business, read this one!

A triumph for regular, consistent action!, 04 May 2007
Having had the book for a while, I've just been doing the program again just before I offer it for the first time as a facilitator. Not sure to be honest why I didn't get into it 100% before, but it seems to be a common tail - I'd say if you are getting this, find a coach, a buddy, group or hold yourself accountable for following through with the plans - this is above all an ACTION book!

Where have I got most out of it? Where I was clear about what I wanted. When I read the book clearly and with a mindset of action, and when I was ready to take the actions. And - it's OK to change your actions - I didn't really get that the first few times I tried to do the program.

First 28 day program done - 2nd about to start.

(...)

Excellent Marketing for Small Businesses, 24 Jan 2007
In a very readable style CJ Hayden presents a well structured method for building up your marketing. The book is aimed at the self employed and small businesses and Ms Hayden shows a good understanding of the difficulties we face in marketing ourselves. This is a workbook with sheets to fill in and tasks to do, and it is well worth the effort. Stick at it and you will improve your market profile, the leads you generate, and the number of presentations you get. There are no magic pills here. The author guides you through what you need to do, but ultimately you need to make those calls !. This is the best small business marketing plan I have seen. There are no secrets to marketing a small business. It comes down to legwork and "Get Clients Now" provides a very good structure to guide your efforts.

Fascinating insight into Tesco's use of customer purchasing data, 24 Aug 2007
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.


Tesco, Clubcard and its loyalty program, 08 Nov 2006
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.

Emotional Branding, 16 Nov 2008
There was a time that if you had a product, someone would buy it. You didn't have to worry about reaching your target audience, how the packaging would make people feel, or how the product would make the consumer's life better. People were eager for new products so if you had something to sell people would line up to try almost anything.

Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you'll find dozens of different types. Each has a variety of different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs.

The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want.

Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience.





Very nice book, refreshing and modern, good for self-study, 10 Feb 2004
This is a very nice book.
It's main advantages: it is simply written, many practical examples, some pictures, very modern.
The previous reviewer, I suppose, do not like the author for some reason, or he didn't understood, that Marc tries to show us some case studies, good and bad examples, like good MBA course. Rather than develop methodologies, formulas, etc.
This is very practical book. I am glad that it is written by designer in a simple but elegant way.
The author always try to give you suggestions on where to find futher information (books, websites) on each topic. It is the only book, where I found practical advices on practical design questions. Such as color, form, sound, etc. Again, the author also provides us with references to other sources which focus on these topics.
Very good book.

uses the aura of "emotional intelligence" to promote banding, 26 May 2002
This book is an example of an old concept in marketing, which can be found in Aaker's banding "bible" entitled "Managing Brand Equity" (1991): extending the brand "emotional intelligence" to branding.

So why did I purchase this book? Well, I wanted to look at the EQ side of branding and it made sense to know what others had written on the topic. After reading Aaker's book I understand I fell in a trap called "brand extension". This works as follows: if you want to launch a new product, look for an existing brand which is available and which you can extend to cover your new product. In this case, the "product" probably is Marc Gobé's brand creation firm and we all know that emotional intelligence is a label that sells well since Goleman put it on the map in 1996.

The problem is that many products sold under the label "emotional intelligence" aren't much related with that, and certainly do not help to raise your EQ. For me this is the case for this book. While it contains some useful messages around making sure your product is loved, that customers like the experience of using it (it should be engaging, fulfilling the customer's desire) and that you have to build a relationship with the customer. The body of the book then shows how there is an emotional link between several marketing aspects and the customer. Unfortunately, that wasn't really "new" to me, and what's worse, there isn't much "how to" in this book. In other words, while it may help to raise the awareness of some readers that the emotional aspect is important, that's all it does: it doesn't give you the tools to deal with this. I suppose Marc Gobé prefers you'd contact his branding agency rather than sharing some of its secrets.

In short, even if Aaker's book I mentioned in the introduction of this review is over 10 years old, it remains much more useful than "modern" books like this one.

A quality approach to a fascinating subject, 04 Apr 2003
I bought this book so I could learn quickly about Marketing Research and it hasn't disappointed. I have some practical MR experience, but wanted to improve my knowledge. Things I like about it are 1) It is current - recent revisions bring it pretty much right up to date. It deals well with the use of electronic methods of data collection for example (2nd European Edition anyway - that's the one I bought) and the examples and case studies it contains are also relevant. 2) It is comprehensive - it really DOES cover all aspects of Marketing Research. 3) It is (fairly) accessible - for the most part the theories and practices are explained in simple and comprehensible ways, supported with examples and case studies drawn from business. I found the stats area more difficult, but I'm not so experienced in stats, so perhaps that was why. Perseverance, plus a look at Excel on my PC, have yielded some clarity.

Although you CAN read the book from cover to cover, or chapter by chapter, really it is a text book. Each section has clear learning points at the start, and a set of review questions at the end, meaning that if you are a home learner, like me, you can check progress and make sure you have got a grip on the key points of each section. Because of that you can also use it to find particular topics easily - if you need to understand or at least bluff through a specific subject before you meet the boss for example.

You can see the contents yourself so let me just say that Qual and Quant research are dealt with approximately equally - and the Quant area has comprehensive coverage of the statistical side of the subject - often ignored by beginners.

It is a fairly 'heavy' book - not exactly a bodice ripper for a holiday read on the beach - but I would firmly recommend it as an essential text book or for some-one who wants (needs?) to get their head round basic Marketing Research for business or commercial purposes. One last thing - 'Marketing Research' = Market Research applied to Marketing situations.

So get yourself a double espresso and enjoy!

Ian Wilson

Marketing Research, 08 Feb 2003
This is one of the best Marketing Research textbooks available, suitable for post-graduate students. The structure is logical and methods are well explained, covering both qualitative and quantitative approaches. The data analysis chapters are very good, catering for those who only interested in the basic interpretation of data as well as those who want to go one step further.

OK for designing questionares, poor at tough techniques, 17 Nov 1997
The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good.

Good background document, 29 Sep 2008
Forrester Research occupy a unique position. They have access to the internet's great thinkers through briefings that they have with all the leading web service companies: Yahoo!, Google, Facebook and everyone in between. On the other side they act as a marketing consultant to a number of main street brands.

Li and Bernoff have crystalised the lessons that Forrester Research learned walking both sides of the street in the Groundswell. The book does a good job of educating the average consumer on the so called web 2.0 services and how consumers interact with them. They also provide a helicopter view about how to approach incorporating social web techniques into their business.

The most valuable part of the book is the anecdotes and case studies (some of which are from Forrester Research clients) which brings the concepts that they talk about to life. Their Social Technographics model provides a framework for segmenting audiences based on their level of interaction with web properties and communities.

This is a "must read", 23 Sep 2008
Like the positive reviews above, I agree that this is a great book! I wouldn't agree with the reviewer who sites the case studies as banal - they are real world studies across a wide range of services so there's something for everyone, from those working in communications and media, through manufacturing and service delivery to health services and the public sector.

The writing style is clear, accessible and no-nonsense. I won't win any literary prises, but for this sort of book you wouldn't want anything else. One minor niggle was the formula used as the beginning of many chapters: "Fred is a (whatever) and here's his story..." - it grated a bit by the sixth or seventh time they used this device.

But that aside I can't fault it. It helps clarify one's thinking about what the social media groundswell is, and how to recognise its various manifestations, and it then goes on to give so0lid, practical suggestions for how you can adapt to and adopt the groundswell positively in your organisation.

As a companion to this I'd also recommend "Here Comes Everybody" by Clay Shirky.

Helpful Introduction to Engaging Customers through the Internet for Senior Executives, 19 Sep 2008

Groundswell is that rare combination in a business book: Simple concepts and detailed explanations of what to do and how to evaluate the results. I especially liked the case histories that measured the economics of customer engagement.

The authors draw on their experiences at Forrester Research to show how right and wrong you can go by listening to, speaking with, engaging, providing for, and cooperating with customers. They caution starting small and feeling your way. Otherwise, you may bite off more than you are able to absorb.

For smaller companies, you'll also find suggestions of lower-cost ways to use social technologies that you can afford. Naturally, the options are more diverse and expensive for larger companies. But if you are spending a lot of time on marketing research, advertising, and promotions, you will probably find social technologies a less expensive way to go. If you have major expenses for customer support, social technologies can eliminate a lot of those. In addition, social technologies can help you gain faster insight into defects. For the lean company, these approaches will also make a lot of sense.

I liked the book so much that I included several references to it in my weekly briefing to entrepreneurs who want to build major businesses.

If, on the other hand, you are doing a lot with private communities, help forums, executive blogs, and evaluating customer observations, you won't find this book to be advanced enough for you. It's more of a beginner's guide.


Social networks and Social Technologies, 16 Sep 2008
Charlene Li and Josh Bernoff argue a compelling, well-researched case backed up by relevant statistics about the growing importance of the so-called Social Media. They show how the rules of the game have changed and the new participatory nature of the 'Grounswell' means that enlisting clients' support through the means of forums, wikis and other online communities can make all the difference for a whole range of organizations.

A much needed and welcome addition to a field of growing relevance.

Ground fairly good but not groundswell, 09 Sep 2008
This book has one or two useful ideas: that when thinking about implementing a groundswell approach your thinking should be in the order POST (people, objectives strategy, technology) ie with technology last; the social technographics tool and/or approach.

None of the case-studies came up with any tremendous surprises and the lessons / conclusions are of the sort that would occur to a reasonably web literate person if you asked them to spend 30 mins jotting down what they thought a book on this topic would offer in that line.

To my mind the big test of any book is:- if I lost my copy would I fork out for another copy - for this book the answer's "no".

Must Have, 27 Aug 2008
This text is a must have for students studying Market Research, well laid out and easy to read. One of the few text books I go back to again and again.

I purchased mine for studying the MRS Diploma, and I found it useful for most, if not all, of the units.

From a Marketing Student, 22 Aug 2006
This textbook is written in such a straightforward manner with examples and cases - that marketing research now seems interesting! It has helped me with my degree course and was essential for my CIM exam. I would certainly recommend it to others.

Really handy..., 13 Jun 2005
Used this book for research and revision as part of my business degree. It's really well laid out and used good examples. Also its not too big, unlike most textbooks, which is handy if you need to carry it around with you.

A pleasure to read, 12 May 2004
This book contains everything you need to know to pass the Marketing Research module of the CIM Professional Diploma. Although the subject matter may seem dry at first, this book is really well written. There are lots of interesting case studies and the layout makes it easy to read. An essential textbook - you might even enjoy it!

Best advice on getting more customers, 30 Sep 2008
I run my own coaching business and Hayden's book, Get Clients Now is full of practical and easy to use advice for getting more clients. It breaks the process of a marketing / selling your services to new clients into clear strategic areas. You can pick a specific area and work up a detailed plan and daily action list. What I really like about it is you can tailor your activities to suit your personality. So, if you like meeting people, then you can concentrate on networking. If you prefer writing or public speaking, there are options for these activities.
Everything is broken down into 28 day programmes with an emphasis on success. If you only read one book on how to market your business, read this one!

A triumph for regular, consistent action!, 04 May 2007
Having had the book for a while, I've just been doing the program again just before I offer it for the first time as a facilitator. Not sure to be honest why I didn't get into it 100% before, but it seems to be a common tail - I'd say if you are getting this, find a coach, a buddy, group or hold yourself accountable for following through with the plans - this is above all an ACTION book!

Where have I got most out of it? Where I was clear about what I wanted. When I read the book clearly and with a mindset of action, and when I was ready to take the actions. And - it's OK to change your actions - I didn't really get that the first few times I tried to do the program.

First 28 day program done - 2nd about to start.

(...)

Excellent Marketing for Small Businesses, 24 Jan 2007
In a very readable style CJ Hayden presents a well structured method for building up your marketing. The book is aimed at the self employed and small businesses and Ms Hayden shows a good understanding of the difficulties we face in marketing ourselves. This is a workbook with sheets to fill in and tasks to do, and it is well worth the effort. Stick at it and you will improve your market profile, the leads you generate, and the number of presentations you get. There are no magic pills here. The author guides you through what you need to do, but ultimately you need to make those calls !. This is the best small business marketing plan I have seen. There are no secrets to marketing a small business. It comes down to legwork and "Get Clients Now" provides a very good structure to guide your efforts.

Fascinating insight into Tesco's use of customer purchasing data, 24 Aug 2007
What comes out clearly from this fascinating book on the evolution of the Tesco Clubard is that Clubard is not a stand-alone loyalty programme. It is fundamentally integral to the way Tesco does business, driven by the company's marketing philosophy of "Every Little Helps" where Tesco seeks to create a long-term benefit to the customer (or more likely, the customer perception of a long-term benefit). In return for this benefit, Tesco receives an incredibly valuable insight into customer behaviour. This insight allows Tesco to take full advantage of that behaviour.

The data collected through Clubard underpins Tesco's power. However, it is their ability to analyse the data that has enabled Tesco's rise to market dominance. The book describes in some detail how the analysis has evolved over the lifetime of Clubcard, from basically nothing through to the no-limits of today.

The book is frustratingly positive about the Clubcard programme, glossing over some of the problems and weaknesses it has faced, making it appear that what Tesco does is the only way forward. Allowing the inclusion of more reality, and describing in more detail some of the failures that there must have been, would have given the reader a greater sense of the journey taken by the programme creators, to get idea of what must have been the numerous struggles in getting the programme right.

Overall, an excellent read. It's making me think every time I hand over one of the numerous loyalty cards that I carry. What does what I'm buying say about me? How much has having the card influenced my decision to make the purchase? Have I been caught by the retailer's marketing? Many questions.


Tesco, Clubcard and its loyalty program, 08 Nov 2006
A very detailed but lively, informative and engaging book on Tesco's launch of of its loyalty card, Clubcard and subsequent efforts to keep Clubcard fresh.
The book also details the effects of Clubcard on Tesco's business in general and claims that in the UK, at least, Tescos strategy and Clubcard are inextricable.

Emotional Branding, 16 Nov 2008
There was a time that if you had a product, someone would buy it. You didn't have to worry about reaching your target audience, how the packaging would make people feel, or how the product would make the consumer's life better. People were eager for new products so if you had something to sell people would line up to try almost anything.

Today, we have choices. So many choices. If you go to your local Wal-Mart looking for a toaster, you'll find dozens of different types. Each has a variety of different features that make each product unique. Trying to figure out which is right for you, depends upon your toasting needs.

The same goes for any product or service that you sell. In order to get consumers to choose your company when they go looking to buy, you have to serve their needs. To do so, you have to know your target audience and have a firm understanding about what they want.

Emotional Branding explores the buying patterns, needs, and belief systems of a variety of different demographics: the boomers through to the millennials, various minority populations, women, and the gay community. The book looks at how color, packaging, sound, scent, etc can be used to produce certain feelings. Put together properly, this information can help craft products and their associated advertising campaigns to suit the appropriate target audience.





Very nice book, refreshing and modern, good for self-study, 10 Feb 2004
This is a very nice book.
It's main advantages: it is simply written, many practical examples, some pictures, very modern.
The previous reviewer, I suppose, do not like the author for some reason, or he didn't understood, that Marc tries to show us some case studies, good and bad examples, like good MBA course. Rather than develop methodologies, formulas, etc.
This is very practical book. I am glad that it is written by designer in a simple but elegant way.
The author always try to give you suggestions on where to find futher information (books, websites) on each topic. It is the only book, where I found practical advices on practical design questions. Such as color, form, sound, etc. Again, the author also provides us with references to other sources which focus on these topics.
Very good book.

uses the aura of "emotional intelligence" to promote banding, 26 May 2002
This book is an example of an old concept in marketing, which can be found in Aaker's banding "bible" entitled "Managing Brand Equity" (1991): extending the brand "emotional intelligence" to branding.

So why did I purchase this book? Well, I wanted to look at the EQ side of branding and it made sense to know what others had written on the topic. After reading Aaker's book I understand I fell in a trap called "brand extension". This works as follows: if you want to launch a new product, look for an existing brand which is available and which you can extend to cover your new product. In this case, the "product" probably is Marc Gobé's brand creation firm and we all know that emotional intelligence is a label that sells well since Goleman put it on the map in 1996.

The problem is that many products sold under the label "emotional intelligence" aren't much related with that, and certainly do not help to raise your EQ. For me this is the case for this book. While it contains some useful messages around making sure your product is loved, that customers like the experience of using it (it should be engaging, fulfilling the customer's desire) and that you have to build a relationship with the customer. The body of the book then shows how there is an emotional link between several marketing aspects and the customer. Unfortunately, that wasn't really "new" to me, and what's worse, there isn't much "how to" in this book. In other words, while it may help to raise the awareness of some readers that the emotional aspect is important, that's all it does: it doesn't give you the tools to deal with this. I suppose Marc Gobé prefers you'd contact his branding agency rather than sharing some of its secrets.

In short, even if Aaker's book I mentioned in the introduction of this review is over 10 years old, it remains much more useful than "modern" books like this one.

A quality approach to a fascinating subject, 04 Apr 2003
I bought this book so I could learn quickly about Marketing Research and it hasn't disappointed. I have some practical MR experience, but wanted to improve my knowledge. Things I like about it are 1) It is current - recent revisions bring it pretty much right up to date. It deals well with the use of electronic methods of data collection for example (2nd European Edition anyway - that's the one I bought) and the examples and case studies it contains are also relevant. 2) It is comprehensive - it really DOES cover all aspects of Marketing Research. 3) It is (fairly) accessible - for the most part the theories and practices are explained in simple and comprehensible ways, supported with examples and case studies drawn from business. I found the stats area more difficult, but I'm not so experienced in stats, so perhaps that was why. Perseverance, plus a look at Excel on my PC, have yielded some clarity.

Although you CAN read the book from cover to cover, or chapter by chapter, really it is a text book. Each section has clear learning points at the start, and a set of review questions at the end, meaning that if you are a home learner, like me, you can check progress and make sure you have got a grip on the key points of each section. Because of that you can also use it to find particular topics easily - if you need to understand or at least bluff through a specific subject before you meet the boss for example.

You can see the contents yourself so let me just say that Qual and Quant research are dealt with approximately equally - and the Quant area has comprehensive coverage of the statistical side of the subject - often ignored by beginners.

It is a fairly 'heavy' book - not exactly a bodice ripper for a holiday read on the beach - but I would firmly recommend it as an essential text book or for some-one who wants (needs?) to get their head round basic Marketing Research for business or commercial purposes. One last thing - 'Marketing Research' = Market Research applied to Marketing situations.

So get yourself a double espresso and enjoy!

Ian Wilson

Marketing Research, 08 Feb 2003
This is one of the best Marketing Research textbooks available, suitable for post-graduate students. The structure is logical and methods are well explained, covering both qualitative and quantitative approaches. The data analysis chapters are very good, catering for those who only interested in the basic interpretation of data as well as those who want to go one step further.

OK for designing questionares, poor at tough techniques, 17 Nov 1997
The book spends too much time on developing a questionaire and what errors you can have in sampling a population. Then in the factor and discriminate sections the books blows throught it too quickly and doesn't explain the difference between determining attitude vs. behavior differences. Not a good book for non-MBA people, even as a class textbook it wasn't so good.

A Small Gem for Marketing Students, 19 Apr 2007
Nigel Bradley - Marketing Research Tools and Techniques
Oxford University Press, 2007 - 560 Pages Price: £33.99 (paper)
ISBN-10: 0-19-928196-3 ISBN-13: 978-0-19-928196-1
Book Review by Mandip K Mudher, business student at the University of Westminster

Market research is not a hot topic for students and the author of this book took this into consideration whilst writing the book. Bradley has taken on a clear and simple approach to explain what marketing research means, therefore making it easy for students to understand. An interesting point that is made in the description of the book on the back of the cover is that marketing research applies to everyday business. It is important to stress this relevance to students so that they understand the reason for studying and practicing it. Bradley explores this importance in the first chapter of the book.

Final year undergraduate students who are under taking a final year dissertation will particularly enjoy this book. It is a refreshing change from some of the recommended text books which have specific approaches relating more to general business. Bradley's composing style, approach and technique fit the needs of the reader specialising in marketing.

The physical attributes of the book are as follows: over 500 colourful pages, 15 chapters (divided across five separate sections), a section for abbreviations, glossary of terms and an index. Each chapter has its own contents page and colour coded list of items included in the chapter so the reader would discover it visually easier to find what they are looking for. Also included is a chapter guide, furthermore, there is a list of the learning outcomes so that the reader knows what to expect from the chapter. An interesting part of the book which is not common amongst other text books is the section "How to use this book". With an accompanying web site, with free access, the book has effectively become a technological gadget and requires a "Users Handbook". This section reflects the publisher's successful attempt to make the book as simple and easy to understand as possible. Each chapter ends with summary, review questions, discussion questions, a list of further reading (which Bradley has summarised in one sentence), a case study and a full list of all references. Also included at the end of the chapters is a website address so that the reader can learn more about the chapter on the online resource centre.

For a reader who is undertaking any sort of practical market research, the last section of the book is very useful. Bradley has cleverly named this section "Market Researcher's Toolbox" and it includes a number of different examples of methods and checklists for carrying out market research. A reader could look at the examples and can adapt them to the research method they want to undertake. For further understanding of the particular method chosen, the reader would need to look it up in the book where Bradley would explain it in the simplest English possible. If there were an "award for excellence in simple and clear expression of knowledge", it would without a doubt be awarded to the author of this book. Students graduating with the help of the knowledge in this book's are bound for success. Review copyright © 2007 by Mandip K Mudher