In our Internet-driven age, the balance of power for today's businesses has shifted.The consumer is now in control. In a world of consumer-generated media, or CGM (a term Pete Blackshaw coined),with ubiquitous blogs, video-sharing, and social networking, a single disgruntled customer can broadcast his or her opinions to millions and derail a multibillion-dollar company or undermine a global brand.Today, businesses can't afford to ignore CGM,and they no longer have anywhere to hide. The only way companies can respond, argues marketing and customer-loyalty expert Pete Blackshaw, is by creating 100 percent credibility with consumers on every front.

Acknowledgments

Introduction

Chapter 1 The Credibility of the Commons and the Core

      Credibility Drivers

Chapter 2 The Consumer's the Boss:Today's New Consumer-

      Generated World

Chapter 3 Measuring CGM

Chapter 4 Not All Marketers Are Liars: Marketing and

      Advertising with Credibility

Chapter 5 Postcards from the Welcome Mat: Credibility and

      Your Web Site

Chapter 6 This Company May Be Monitored for Quality

      Purposes: Credibility in Your Product

Chapter 7 No Place to Hide:Credibility andthe CEO

Chapter 8 The Neglected Stepchild: Consumer Affairs

Chapter 9 When Your Company Is Googled:

      Troubleshooting

Epilogue

Notes

Index