Customers as People.
Leading the Human Firm.
Treating Customers with Respect.
Building Trust with Customers.
Communicating Humanly with Customers.
Human Torch as a Series of Interactions.
Human Torch as a Process.
Implementing Technology to Humanize (Not Dehumanize).
Conclusion - Releasing your Business's Humanity.
""…this book makes important points well…in my view this book does provide food for thought…"" (Managing Information, June 2003)
""…This book has simple ideas that marketers would do well to heed, written, for once in plain English…"" ( Marketing Is Everything Vol. 01,No. 02, 2003)
“…He [McKean] offers some insightful examples of good and bad practice…” (Marketing, 8 January 2004)