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Rating: 
Summary: Required reading on integrated communications
Review: Anders Gronstedt expertly introduces readers to the new challenges facing business in the "Customer Century". Based on a deep theoretical understanding of the subject and through the use of numerous examples from years of research (including such companies as Saturn, Xerox, FedEx, ABB or ISS), Gronstedt shows how much a company can profit from integrating its communications and marketing management.After an introduction to the basic ideas of integration (e.g. stakeholder orientation, no divisionalisation of the communications function) and its importance in modern communications management, Gronstedt goes on to explain the three dimensions of integrated communications (external communications, vertical communications, horizontal communications). This three-dimensional model will be particularly useful to readers new to this subject, but it will also offer new insights to those familiar with it. This is followed by a case study of a "quintessential" IC company (FedEx), in which the three dimensions are illustrated by a company successfully practising them. Chapters on communications professionals and the role of technology in IC round off this excellent book. This book will quickly become required reading for anybody interested in communications and/or marketing management in general and integrated communications in particular, whether in business or academia.
Rating:
Summary: Convincing case for integrated communication
Review: I don't know of any other book that makes such a convincing case for integrated communication as "The Customer Century". Almost every thesis from the author is illustrated with examples from the real world of real companies. The messages of this book underline that creating individual relations with stakeholders (such as customers, shareholders, employees or journalists) won't be possible without using the Internet. And at the same time, using the web will only be successful in the long run, when it's part of an integrated communication strategy. I would most certainly recommend this book to colleagues, clients and our employees.
Rating: 
Summary: Lots of good ideas from world-class companies
Review: I work as a consultant for a PR agency, so I'm supposed to know what is "best practice" in the realm of communications. This book compiles real-world examples from a dozen European and U.S.-based companies that seem to be getting it right: FedEx, Hewlett-Packard, GM Saturn, ABB, and others. My principal interest in the book was in finding a source of good ideas that I can adapt for use by clients, and I was not disappointed. Anyone in a communications role, whether in-house or outsourced, can benefit by taking some of these ideas and adapting them to the particular needs of their own organization. The book is especially helpful in getting around a dilemma frequently faced by consultants (internal or external) who are called upon to produce so-called creative ideas, i.e., if you propose something that's really provocative and different---outside the box, as they say---the first thing your client often wants to know is, "Where has this worked before?" Of course, if what you've proposed is truly creative and original, it may not have been tried before---a perfect reason for the client to shoot it down. By drawing liberally from the ideas set forth in this book, you can come up with good creative PR and internal communications programs that have actually been put into practice by well-known companies. For example, when Saturn had to recall some of its cars to fix a defect, it basically turned the event into a party: car owners were invited to a Thai barbecue while mechanics spent 30 minutes fixing their Saturns. They even got a free car wash to boot. This example is a perfect illustration of a basic truth of PR, i.e., that crisis communications is not simply about damage control. Handled properly, a crisis can be an opportunity to get your customer to see your brand in a whole new light. Another nice feature of the book is that much of it focuses on internal communication. Gronstedt uses a three-part model (he's a former academic, so he likes models, but don't worry: there's only one, and his writing is lively and clear) to describe communications, and one part consists of External relations, including media relations. But the other two parts are Vertical and Horizontal communications, both of which take place within the organization ("vertical" referring to communications that go up and down the chain of command and "horizontal" meaning communications that cut across different functions or business groups). This emphasis on internal communications gives an enlightened perspective that gets away from the one-way, press agentry model of PR that relies predominantly on placing stories about your company in the newspaper. So read the book, mark the ideas and best practices of these world-class companies, and then adapt them for your own use. It's a great resource for anyone responsible for organizational communications.
Rating:
Summary: Lots of good ideas from world-class companies
Review: I work as a consultant for a PR agency, so I'm supposed to know what is "best practice" in the realm of communications. This book compiles real-world examples from a dozen European and U.S.-based companies that seem to be getting it right: FedEx, Hewlett-Packard, GM Saturn, ABB, and others. My principal interest in the book was in finding a source of good ideas that I can adapt for use by clients, and I was not disappointed. Anyone in a communications role, whether in-house or outsourced, can benefit by taking some of these ideas and adapting them to the particular needs of their own organization. The book is especially helpful in getting around a dilemma frequently faced by consultants (internal or external) who are called upon to produce so-called creative ideas, i.e., if you propose something that's really provocative and different---outside the box, as they say---the first thing your client often wants to know is, "Where has this worked before?" Of course, if what you've proposed is truly creative and original, it may not have been tried before---a perfect reason for the client to shoot it down. By drawing liberally from the ideas set forth in this book, you can come up with good creative PR and internal communications programs that have actually been put into practice by well-known companies. For example, when Saturn had to recall some of its cars to fix a defect, it basically turned the event into a party: car owners were invited to a Thai barbecue while mechanics spent 30 minutes fixing their Saturns. They even got a free car wash to boot. This example is a perfect illustration of a basic truth of PR, i.e., that crisis communications is not simply about damage control. Handled properly, a crisis can be an opportunity to get your customer to see your brand in a whole new light. Another nice feature of the book is that much of it focuses on internal communication. Gronstedt uses a three-part model (he's a former academic, so he likes models, but don't worry: there's only one, and his writing is lively and clear) to describe communications, and one part consists of External relations, including media relations. But the other two parts are Vertical and Horizontal communications, both of which take place within the organization ("vertical" referring to communications that go up and down the chain of command and "horizontal" meaning communications that cut across different functions or business groups). This emphasis on internal communications gives an enlightened perspective that gets away from the one-way, press agentry model of PR that relies predominantly on placing stories about your company in the newspaper. So read the book, mark the ideas and best practices of these world-class companies, and then adapt them for your own use. It's a great resource for anyone responsible for organizational communications.
Rating:
Summary: Great global case studies
Review: The book provides the best current source of higly detailed and diciplined examples of best practices in customer relationship management and integrated marketing and communications. The author has documented a number of excellent cases which he uses to illustrate his framework for a rigorous market and communications planning strategy. The book will fit well into our course in corporate structures and development in the Graduate Integrated Marketing Communications program at Northwestern University. We have adopted it.
Rating:
Summary: A business classic
Review: The Customer Century provides managers an important lesson- without a process for integrating communications, companies simply cannot flourish in the new millenium! I'm thoroughly impressed with the readability and endless practical examples in the book. They are as applicable to business here in France as elsewhere. Gronstedt provides a roadmap that is easy to read and aesy to follow. I'm sure this will be a business classic.
Rating:
Summary: A whole new way of looking at business
Review: This book sets the stage for the new economy from a customer perspective, in a more clear and complelling way than anything else Ive read. It provides a whole new way of looking at business. Its a real treasure trove of inspiring ideas and captivating stories from the front lines of integrated communications and supports many concepts I have found useful in my own international consulting. Ill definitely be referring back to it time and time again.
Rating:
Summary: Fascinating insights and useful framework
Review: This is the most comprehensive book I've come across on how to strategically managing communications at every point of contact with customer and stakeholders. Gronstedt has written a practical book that provides fascinating insights into the inner workings of companies like Saturn, HP and FedEx. The examples are woven together into a "3D" model of integrated communications, which is a very useful framework for analyzing organizational communications. I'm really looking forward to sharing this book with my the communication classes at the University of Iowa.
Rating:
Summary: Fascinating insights and useful framework
Review: This is the most comprehensive book I've come across on how to strategically managing communications at every point of contact with customer and stakeholders. Gronstedt has written a practical book that provides fascinating insights into the inner workings of companies like Saturn, HP and FedEx. The examples are woven together into a "3D" model of integrated communications, which is a very useful framework for analyzing organizational communications. I'm really looking forward to sharing this book with my the communication classes at the University of Iowa.
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