TY  - BOOK
AU  - Moffitt, Sean
AU  - Dover Mike 
TI  - Wikibrands : reinventing your company in a customer-driven marketplace / 
SN  - 978-0-07-174927-5
AV  - HD 69 M64 2011 
PY  - 2011///
CY  - New York : 
PB  - Mc Graw-Hill, 
KW  - BRANDING ( MARKETING )
KW  - PRODUCT MANAGEMENT
N1  - Includes references and index; The birth of wikibrands: from ownership, trust, want, preference, love, and now participation
a 150-year fascination
The Wikibrand rallying cry: the new "mad men"
A wikibrand road map: taking the high road and avoiding the potholes of a collaborative brand path
The six benefits of wikibrands: marketing doesn't fit in tiny boxes anymore
A wikibrand culture: changing your mind-set about the brand customer
Focus: if I don't know where you're going, I don't want you getting there fast
Language and content : business gets humanized and presses the "awesome" button
Incentives, motivations, and outreach: brand fans do it for themselves, not for you
Rules, guidelines and rituals: this is how we do things, and that's ok
Tools and platforms: if you build it, they may come
Community development: the life stages of a wikibrand community
Internalizing community and channeling Tom Sawyer: the graying line between employee and enthusiast champions
Community management: how to build a brand garden, not a ghost town
Measurement and metrics: the imperfect science of monitoring wikibrand performance
The personal wikibrand: your brand is what they say about you when you're not in the room
The future: brand participation comes alive in the company
Reference guide: wikibrands extended
N2  - Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time; publisher description
ER  -