This is an unusual business book for two reasons: it presents a new marketing idea in which companies act as advocates for their customers; and it is a polemic that insists this strategy is the next big thing in marketing. Unfortunately, author Glen Urban does not quite make a powerful enough case for either position. The basic idea of customer advocacy is straightforward, and Urban does a good job of explaining it in the first chapter. However, he tends to repeat the same ideas and examples, interspersed with the reasons he believes trust-based marketing is the next logical step in the field. Although some of his concepts are fresh, the book lacks the substance it would need to serve as the foundation for a broad-based marketing strategy. Still, getAbstract.com urges marketing strategists interested in trust-based marketing to read it. Although Urban may not convert you into an advocate, his ideas are original and will plant useful seeds.
In this summary, you will learn
- What trust-based marketing is;
- How it works; and
- Which companies should adopt this strategy.
About the Author
Glen Urban teaches at MIT's Sloan School of Management. He created the information acceleration method for simulating future sales and has co-authored six books, including Digital Marketing Strategy and Design and Marketing of New Products.
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University of Toronto Press, 2016