Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership /
Jaffe, Joseph, 1970-
Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / - Hoboken, N.J. : John Wiley & Sons, c2007. - xix, 300 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress.
9780470137321 (cloth) 9780470137321: £19.99 0470137320 (cloth)
Customer relations.
Business communication.
Relationship marketing.
Marketing.
658.8343 / JAF
Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / - Hoboken, N.J. : John Wiley & Sons, c2007. - xix, 300 p. : ill. ; 24 cm.
Includes bibliographical references and index.
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.
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress.
9780470137321 (cloth) 9780470137321: £19.99 0470137320 (cloth)
Customer relations.
Business communication.
Relationship marketing.
Marketing.
658.8343 / JAF