<h3>The Rise of Consumer Power <br>
Adopting The Right Communication Strategies</h3>

By Camille P. Schuster <br><br>


<i>Camille Schuster delivers a practical, clear, intelligent road map for aspiring business leaders of the 21st century.</i> <br>
Stuart Passon, Vice-President & Corporate Account Executive, DowBrands, Retired <br><br>


At the beginning of the 21st century, the expansion of the Internet made it possible for consumers to wrestle control away from both the retailers and manufacturers. Local production and distribution – the two hallmarks of the Production Century – were no longer critical factors. Consumers can obtain information on almost any product or service, regardless of where it is produced, and can have it delivered from almost anywhere to a convenient location at a price. 
In the Consumer Century (21st century), consumers are no longer satisfied with mass produced products or services. Consumers want solutions that work for them. Along with the demand for customized products, comes a demand for one-to-one communication. Companies that do not adapt to this new reality or prepare for the changes in this marketplace are doomed to failure. Developing business processes that are interconnected and consumer-facing require changes in structure, employee skills, training programs, and reward systems. As Albert Einstein said, "We cannot solve today’s problems with the same level of thinking that created the problem in the first place" ...<br><br>

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Paperback: 152 pages <br>
Publisher: Pearson Education (February, 2004) <br>



