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　　Beverly Macy is CEO and cofounder of Gravity Summit and

managing partner of Y&M Partners. She teaches executive

marketing courses for the UCLA Business and Management Extension

Program. Macy lives in Beverly Hills, California.

　　Teri Thompson is a creative director at Gravity Summit and the

president of Rocky Peak Enterprises, LLC. She served as media

director for U2 singer Bono's (RED) campaign with Fortune 500

partners and held marketing and production positi*** at ABC, CBS,

and NBC. Thompson lives in Simi Valley, California.

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“职能竖井”或者“竖井”会限制一个人的视野，影响他们每天的决策和判断。一个对部门最好的方案，未必对公司整体最有利。

当你学会使用这种商业通用语言后，就可以和公司里任何层次的任何人进行有意义的对话。

现金净流入、资产收益率、业务增长以及消费者，业务中任何其他要素都是由此产生的。我们的业务是否在产出现金？是否获得了很好的资产收益率？我们是否留住了顾客？这项业务是否在持续增长中？

现金净流入是衡量赚钱能力最重要的指标之一。一个精明的商人需要知道：他的业务是否产出了足够的现金净流入？产生现金的源泉是什么？现金是怎样使用的？任何一个不善于思考这些问题也说不出答案的商人都注定要失败。

现金带给公司生存能力，它就是公司的氧气。

请注意这票非常重要！

编辑推荐

Acknowledgments

Preface

CHAPTER 1  Real-Time Marketing: The Now Lens

CHAPTER 2  The Way We Communicate Has ChangedForever--Why

Now?

CHAPTER 3  The Power of Conversation ahd Engagement

CHAPTER 4  Real-Time Marketing Strategies

CHAPTER 5  Real-Time Marketing Case Stories: Less***in

Leadership

The American Red Gross: One Tweet Turns into $33 Million for

Haitian Relief

USA Today: Publishing in Real-Time

EMC: Real-Time in the Enterprise

Orange County Transportation Authority:Transforming

Government

Wahoo's Fish Tacos: Community Building through Extreme Sports

Mazda USA: Social Media Restart

The Roxy Theatre: Entertainment and Business Revitalization through

Customer Sharing and Social Media (or "How Social Media Saved the

Sunset Strip!")

DIRECTV: Customer In***ction Transforms Business

CHAPTER6  Analytics and Measurement

CHAPTER 7  Viewing the Future of Real-Time Social Media: The

Next Lens

Notes

Index