The Intention Economy : When Customers Take Charge.

ISBN:

9781422184028

Title:

Author:

Searls, Doc.

Personal Author:

Searls, Doc.

Physical Description:

1 online resource (317 pages)

Contents:

Intro -- CONTENTS -- PROLOGUE: Paying Attention to Intention -- INTRODUCTION: Free Markets Require Free Customers -- 1: The Promised Market -- [PART I] Customer Captivity -- 2: The Advertising Bubble -- 3: Your Choice of Captor -- 4: Lopsided Law -- 5: Asymmetrical Relations -- 6: Dysloyalty -- 7: Big Data -- 8: Complications -- [PART II] The Networked Marketplace -- 9: Net Pains -- 10: The Live Web -- 11: Agency -- 12: Free and Open -- 13: Bits Mean Business -- 14: Vertical and Horizontal -- 15: The Comity of the Commons -- [PART III] The Liberated Customer -- 16: Personal Freedom -- 17: VRM -- 18: Development -- 19: The Four-Party System -- 20: The Law in Our Own Hands -- 21: Small Data -- 22: APIs -- 23: EmanciPaytion -- 24: VRM + CRM -- [PART IV] The Liberated Vendor -- 25: The Dance -- 26: Commons Cause -- 27: What to Do -- EPILOGUE: Almost There -- NOTES -- BIBLIOGRAPHY -- INDEX -- ACKNOWLEDGMENTS -- ABOUT THE AUTHOR.

Local Note:

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

Subject Term:

Customer relations..

Customer services..

Consumers' preferences..

New products.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2012

Publication Information:

Boston :

Harvard Business Review Press,

2012.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.8342	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

Bound With These Titles

On Order

Summary

Caveat venditor--let the seller beware

While marketers look for more ways to get personal with customers, including new tricks with "big data," customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to:

* Control the flow and use of personal data
* Build their own loyalty programs
* Dictate their own terms of service
* Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost

And they will do all of this outside of any one vendor's silo.

This new landscape we're entering is what Doc Searls calls The Intention Economy --one in which demand will drive supply far more directly, efficiently, and compellingly than ever before. In this book he describes an economy driven by consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many.

New customer tools will provide the engine, with VRM (Vendor Relationship Management) providing the consumer counterpart to vendors' CRM (Customer Relationship Management) systems. For example, imagine being able to change your address once for every company you deal with, or combining services from multiple companies in real time, in your own ways--all while keeping an auditable accounting of every one of your interactions in the marketplace. These tantalizing possibilities and many others are introduced in this book.

As customers become more independent and powerful, and the Intention Economy emerges, only vendors and organizations that are ready for the change will survive, and thrive. Where do you stand?

Author Notes

Doc Searls is senior editor of Linux Journal, coauthor of The Cluetrain Manifesto , and one of the world's most widely read bloggers. In The World is Flat , Thomas L. Friedman calls him "one of the most respected technology writers in America." Searls is a fellow at the Center for Information Technology & Society (CITS) at the University of California, Santa Barbara, and an alumnus fellow at the Berkman Center for Internet & Society at Harvard University, where he continues to run ProjectVRM.

Reviews (1)

Choice Review

The saying "The customer is the boss" has taken on new meaning in today's web-connected world. Searls (Center for Information Technology and Society, Univ. of California, Santa Barbara) chronicles the growth of the "Intention Economy," in which consumers merge, purge, and manage their business data and relationships to get what they want. Making their intentions known to marketers, savvy buyers now have access to computer apps that put them in the driver's seat. The game changer is a computer tool Searls calls vendor relationship management (VRM)--the consumer's counterpart to the customer relationship management (CRM) tools that salespeople use to track consumers' spending patterns. Searls provides a time line of seminal developments in this data-driven marketplace, from Peter Drucker's "the customer is the primary mover" to Regis McKenna's "relationship marketing," Seth Godin's "permission marketing," and Raymond Fisk's "the power of pull." The bottom line is that a new equality has emerged. As Searls notes, "The intention economy is a dance in which vendors and customers both lead and follow each other." Summing Up: Recommended. Upper-division and graduate marketing students, faculty, and practitioners. P. G. Kishel Cypress College