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From the creator of the number one business blog comes a powerful exploration of how, and why, businesses had better be blogging According to these experts, blogs offer businesses something that has long been lacking in their communication with customers-meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line. With a Foreword by Tom Peters, author of such business bibles as In Search of Excellence, this book uses more than 50 case histories to explain why blogging is an efficient and infinitely more credible method of business communication. Blogs are easily linked, allowing information to spread rapidly, and blog readers are active, not passive, participants in the communication. Business and marketing decision-makers will find themselves excited about the possibilities after just a few pages. Interviews with Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, Jonathan Schwartz of Sun Microsystems, and other prominent business leaders showcase how businesses are beginning to use blogs to connect with customers in new ways Explores how blogging has changed the rules of communication and competition Gives business owners the tools to launch an effective blogging strategy and the reasons why they should Robert Scoble (Redmond, WA) is a technical evangelist who helps run Microsoft's Channel 9 Web site. He is also the company's best-known blogger, whose blog is read by more than 3.5 million people annually and is the top-ranking business blog among Technorati's Top 100. Shel Israel (San Carlos, CA) has been a consultant for more than 20 years and played a key strategic role in introducing some of technology's most successful products, including PowerPoint, FileMaker, and Sun Microsystems' workstations.

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