Offers a step-by-step process for leaders to apply this knowledge to begin transforming their companies, right now
Begins with a foreword from Mark Addicks, Chief Marketing Officer, General Mills
Over 25 Fortune 500 executives interviewed, including special side-bar interviews with Michael Dell and Marc Benioff
Explores the concept of "Pre-commerce"--the customer's decision making happens well before a transaction takes place and continues after the transaction, representing 99% of time spent online, often outside a company’s reach today
Shows how to build internal employee networks and how to take your first and most important steps to integrate social media throughout your company.

Pearson reveals that the best ideas are often free and the technology needed is rarely a cost-issue. Instead, it's a matter of the top executive deciding to adopt a new way of engaging directly with its customers.