BOOK REVIEW: Winsor goes Beyond' typical PR advice

Remember the United Airlines commercial where the forlorn boss - devastated at losing a key account - hands out tickets so his staff can traverse the US getting back in touch with what customers really think and need?

Remember the United Airlines commercial where the forlorn boss - devastated at losing a key account - hands out tickets so his staff can traverse the US getting back in touch with what customers really think and need?

This age-old complaint that most companies "have simply lost touch with their customers" is the premise behind this book. Though this offering is among thousands that use "brand" in their description, Winsor presents enough valid case studies to serve as a reminder that companies must maintain, or regain, the customer-centric approach to product development and marketing that likely made them successful in the first place. And Winsor doesn't just remind readers of this premise. He also details a seven-step process to help marketers develop and implement their own "back-to-the-customer" approach. He also provides a convincing argument as to why these customer-centric skills are even more vital in today's business culture. Title Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business Author John Winsor Publisher Dearborn Trade (October 2004), 304 pages Reviewed by Paul Rand, partner and MD, Ketchum Midwest

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