As the adoption of social media, mobile computing and new digital behaviors continues to deepen, businesses today are faced with the challenge of rethinking many of their basic strategic paradigms. In thinking about customers, businesses are facing a shift from a paradigm of individual customers to one of customer networks. At the same time, many models for marketing need to be updated as well.
From "The Network Is Your Customer," by David Rogers (Yale University Press, 2011) www.davidrogers.biz
Rethinking the Marketing Funnel in a World of Social Media
