Contents
Foreword by Carrie Kerpen
CHAPTER 1 Listen First, and Never Stop Listening
CHAPTER 2 Way Beyond “Women 25 to 54”: Define Your Target Audience Better Than Ever
CHAPTER 3 Think—and Act—Like Your Consumer
CHAPTER 4 Invite Your Customers to Be Your First Fans
CHAPTER 5 Engage: Create True Dialogue with, and Between, Your Customers
CHAPTER 6 Respond Quickly to All Bad Comments
CHAPTER 7 Respond to the Good Comments Too
CHAPTER 9 Be Honest and Transparent
CHAPTER 10 Should You Ask a Lot of Questions?
CHAPTER 11 Provide Value (Yes, for Free!)
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