Just finished a terrific book by Scott Stratten called The Book Of Business Awesome in which he relates stories of businesses that acted in Awesome ways to provide customers with great experiences that would engage them and bring them back. He is the president of UnMarketing.com, a company that combines efforts in viral, social and authentic marketing. This book is a good read for you social marketing types and an awesome bargain as well since when you flip it over it is a second book called the Book Of Business UnAwesome which shares the other side of the story.