内容简介
In this title, Doc Searls maps out the implications of acustomer-driven business revolution that's flipping the paradigm ofsupply and demand, and putting consumers in charge. Who owns themarketplace? Is it business - or the customer? According to DocSearls, widely-read journalist and blogger and co-author of "TheCluetrain Manifesto", customers are on the verge of becoming trulyfree and independent actors in the marketplace with the power oftelling vendors what they want, how they want it, and where andwhen they should be able to get it. This imperative shift incustomer power will alter the balance of the market and usher inwhat Searls calls the "intention economy". In this book, Searlslays out a map for an economy driven by consumer intent, wherevendors can - and must - respond to the actual intentions ofcustomers, instead of simply vying for customer attention in hopesof selling them what they might want. In the intention economy,individual power increases, demand drives supply, and informationprecedes money. Only the vendors and organizations that are readyfor the change will survive, and thrive. In fact, says Searls, thisparadigm shift has already taken place in many concrete ways - forexample, how "vendor relationship management" is supplanting"customer relationship management". And there are more indicationson the horizon that the tipping point is not far behind. "TheIntention Economy" maps out the implications - both immediate andfar-reaching - for business and the world.