In this book, strategy and branding consultant the author presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. He describes how todays technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. He challenges traditional approaches to market research that measure "customer satisfaction" from a rear-window perspective, and helps companies and their customers look forward instead.P>
