March 09, 2011 08:00 ET

WCG Announces Publication of "Pre-Commerce," New Book by Chief Media and Technology Officer Bob Pearson

SAN FRANCISCO, CA and AUSTIN, TX--(Marketwire - March 9, 2011) - WCG, an independent global communications firm, announced the publication of "Pre-Commerce: How Companies and Customers are Transforming Business Together," written by the company's Chief Technology and Media Officer Bob Pearson. Published by Jossey-Bass, a Wiley imprint, it will be available on March15 wherever books and eBooks are sold.

Pre-Commerce includes a foreword by Mark Addicks, Chief Marketing Officer of General Mills, and sidebar interviews with Michael Dell, Founder and CEO of Dell, Marc Benioff, Founder and CEO of, and WCG's Founder and CEO Jim Weiss, about how "Pre-Commerce Changed My Life."

The book explains how the exploding use of social and online media has fundamentally changed the way customers make purchasing decisions, how they educate themselves, and why they choose to support certain brands above others. Pearson demonstrates that the shift from an e-commerce world to one that focuses on pre-commerce means that C-suite executives and marketers must listen to and engage directly with customers and influencers to shape their brand and marketplace success.

"We spend less than one percent of our time online involved in a transaction," said Pearson. "On the other hand, 99 percent of our time online is spent learning, browsing, socializing and seeking support. Companies that develop excellence in pre-commerce will be the ones to drive e-commerce success in the years ahead."

In writing the book, Pearson drew on his extensive experience providing social media and communication counsel to C-suite executives and interviews with more than 25 Fortune 500 executives and other business leaders from a variety of industries. These include Ray Kerins, VP of Global Communications, Pfizer; David Witt, Director, Global Brand Public Relations and Consumer Engagement, The Hershey Company; Lukas Cudrigh, Senior Director, Digital Solutions, Microsoft; Paul Von Autenreid, CIO, Bristol Myers Squibb, and Yann Gourvennac, Head of Social Media and Web, Orange.

"Tomorrow's leaders will learn how to become a 'relevant peer' in the communities of their customers," added Pearson. "Those who embrace pre-commerce will learn new ways to market, recruit and retain employees, shape the reputation of brands and much more. In many respects, we're all just getting started in our journey to redefine how we all work together."

About WCG
Led by Chairman and CEO Jim Weiss, WCG is focused on the corporate and product marketing and communications needs of the world's leading companies and serves clients in offices in San Francisco, New York, Chicago, Washington, D.C., Austin and London. The company is celebrating its 10th year in business in 2011.

WCG's seasoned professionals specialize in branding, design, digital and traditional marketing, corporate and product PR, media, investor and advocacy relations, clinical trial recruitment and grassroots direct-to-patient communications campaigns.

For more information, please visit or find out more about the company's innovative approach to communications in Chief Technology & Media Officer Bob Pearson's new book, Pre-Commerce, or visit Join the conversation on Twitter at #precommerce.

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    Mariesa Kemble