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How do some companies or organisations manage to surround themselves with not just customers, but passionate fans? What helps their marketers achieve results? Is it the power of social media, email newsletters, targeted advertising, or YouTube videos? Business strategist and marketing expert David Mirman Scott and his daughter Reiko, who studies medicine, explore the secret of business success and form a theory of fanocracy, where it is important to use new ways of communicating with customers, focus on their needs and desires, and turn them into fans.

The authors also give recommendations on how to form a community of fans.