The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makersjump at the chance. As a result, marketing has come to resemble a...

An in-depth analysis of the influence of fans, which the author terms "society's alpha customers," on modern life and culture, offers insight into the psychology and history of fandom while exploring how new digital tools are enabling convergences between brand owners and their consumers