Master the Art of Business
A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.
From The Personal MBA's List of the 99 Best Business Books...
Review: 'Citizen Marketers' by Ben McConnell & Jackie Huba
In the olden days (i.e. everything before 1995), marketing was relatively straightforward. Brand managers largely controlled their marketing message: by creating national TV spots, designing magazine ads, working the press, and holding high-profile events, they wielded almost total control over their product's public image.
No more: the internet has shifted marketing power to the people. Citizen Marketers is simultaneously a history of the development of social media and a primer on how to benefit from active participation in the new online marketplace.
One of the critical insights here is that you can no longer control the message: your customers have just as much influence over your image and reputation as you do. If you meet your customer's needs and exceed their expectations, you'll be publicly lauded. If you treat them poorly or deceive them, expect a harsh and public rebuke.
You'll learn about the four main types of "citizen marketers": Filters, Fanatics, Facilitators, and Firecrackers, which are useful archetypes for thinking about the value people create online. By way of example, the Personal MBA has elements of all four archetypes: I'm a Filter for the best business books, a Fanatic about the value of self-education, a Facilitator of discussion via the Personal MBA Member Forums, and the Personal MBA Manifesto is a Firecracker that's designed to attract massive amounts of attention very, very quickly.
Social media and user-generated content is still in its infancy and will change dramatically over time, but Citizen Marketers will bring you up to speed on the current state of marketing and the role of consumers in shaping public perception of products and services.
Buy 'Citizen Marketers' by Ben McConnell & Jackie Huba
Books purchased through this website support The Personal MBA's ongoing research.
Master the Art of Business
A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.
About Josh Kaufman
Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.
More about Josh Kaufman →