In this title, Doc Searls maps out the implications of a
customer-driven business revolution that''s flipping the paradigm of
supply and demand, and putting consumers in charge. Who owns the
marketplace? Is it business - or the customer? According to Doc
Searls, widely-read journalist and blogger and co-author of "The
Cluetrain Manifesto", customers are on the verge of becoming truly
free and independent actors in the marketplace with the power of
telling vendors what they want, how they want it, and where and
when they should be able to get it. This imperative shift in
customer power will alter the balance of the market and usher in
what Searls calls the "intention economy". In this book, Searls
lays out a map for an economy driven by consumer intent, where
vendors can - and must - respond to the actual intentions of
customers, instead of simply vying for customer attention in hopes
of selling them what they might want. In the intention economy,
individual power increases, demand drives supply, and information
precedes money. Only the vendors and organizations that are ready
for the change will survive, and thrive. In fact, says Searls, this
paradigm shift has already taken place in many concrete ways - for
example, how "vendor relationship management" is supplanting
"customer relationship management". And there are more indications
on the horizon that the tipping point is not far behind. "The
Intention Economy" maps out the implications - both immediate and
far-reaching - for business and the world.
關於作者：
David "Doc" Searls is a journalist, columnist, author and a
widely-read blogger, a fellow at the Center for Information
Technology Society CITS at the University of California,
Santa Barbara, and a fellow alumnus 2006-2010 of the Berkman
Center for Internet Society at Harvard University. He is the
co-author of The Cluetrain Manifesto.
目錄：
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
S Asymmetrical Relations
5 Dysloyalty
7 Big Data
8 Complications
Pan 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
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