No Size Fits All by Tom Hayes
From Mass Marketing to Mass Handselling

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Today’s markets have splintered into millions of powerful consumer communities— how can businesses adapt?

It’s no secret that traditional mass marketing— network television, newspapers, direct mail—is dying. Consumer markets are increasingly fragmented, even as they become more connected, transparent, and global. The future of business is about penetrating selfforming niches, from affinity groups on Facebook to thousands of satellite channels and millions of private online communities.

So how can businesses reach new customers, win their trust, and earn their loyalty? Tom Hayes and Michael S. Malone urge an entirely new approach, embracing small, trust-based online groups as powerful vehicles for creating customers and gathering invaluable feedback. But what they call “marketing 3.0” isn’t as simple as setting up a YouTube channel.

Drawing on many case studies, the authors offer a new set of tools for a world where attention is harder than ever to capture, but even more lucrative to hold. They explain how to use social media for a new kind of marketing—bottom-up instead of top-down, personal rather than public, subtle rather than full frontal.

The payoff is a return to the power of oldfashioned handselling—turbocharged by bleedingedge technology.


About Tom Hayes

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TOM HAYES is a former senior marketing executive for Hewlett-Packard, Applied Materials, and AMD. He is the author of Jump Point: How Network Culture Is Revolutionizing Business and writes an award-winning blog, S. MALONE, one of America's most distinguished technology journalists, is currently a columnist for A former editor of Forbes ASAP, he has written many books, including Bill and Dave and The Virtual Corporation. Both authors live in Silicon Valley.
Published October 28, 2009 by Portfolio. 287 pages
Genres: Business & Economics. Non-fiction

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