Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / Joseph Jaffe.

Format:

Book

Author/Creator:

Jaffe, Joseph, 1970-

Language:

English

Subjects (All):

Customer relations.

Business communication.

Relationship marketing.

Marketing.

Physical Description:

1 online resource (322 p.)

Edition:

1st ed.

Place of Publication:

Hoboken, N.J. : John Wiley & Sons, c2007.

Language Note:

English

Summary:

With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.

Contents:

Talking "at" versus talking "with"

The many-to-many model

Can marketing be a conversation?

The birth of generation i

The rise of the prosumer

The new consumerism

The six Cs: three phases of conversation

The content-conversation relationship

What conversations are in your future?

Why are you so afraid of conversation?

The ten tenets of good conversation

The five ways you can join the conversation

When conversation isn't conversation at all

Where does conversation fit in?

Conversation through community

Conversation through dialogue

Conversation through partnership

Getting started: the manifesto for experimentation

Does conversation work?

Do you speak conversation? Take the test.

Notes:

"Published simultaneously in Canada."

Includes bibliographical references and index.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9786611284459

9781281284457

1281284459

9780470187869

0470187867

OCLC:

476150209