What is the purpose of this blog?

Welcome to DemandingBrands where we explore in depth the book, The On-Demand Brand written by Rick Mathieson.

Each year I select one popular press book that I think somehow grasps the true intersection of marketing and e-commerce. In previous years we have read Paul Gillen's "The New Influencers," and John Battelle's "Search." This year, the honor goes to Mathieson.

During the Fall Semester 2010, my MBA e-commerce class will be reading, dissecting, and reviewing each chapter of this book. Most of the activity will take place between September 16 and November 18, but we can continue the conversation beyond that.

There are 22 students enrolled in the class, and each are authors of the blog. If you are a student in the class you are free to post! If you are simply interested in this book but not in the class, I invite you to join the conversation by commenting on the students' posts.