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

Author: Joseph Jaffe
Publisher: Hoboken, N.J. : John Wiley & Sons, ©2007.
Series: MyiLibrary.
Edition/Format:   Print book : EnglishView all editions and formats
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. Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress.
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Additional Physical Format: Online version:
Jaffe, Joseph, 1970-
Join the conversation.
Hoboken, N.J. : John Wiley & Sons, ©2007
(OCoLC)608423379
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Joseph Jaffe
ISBN: 9780470137321 0470137320
OCLC Number: 123485274
Notes: "Published simultaneously in Canada."
Description: xix, 300 pages : illustrations ; 24 cm
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.
Series Title: MyiLibrary.
Responsibility: Joseph Jaffe.
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Abstract:

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  Read more...

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"long and short of it is that the book is excellent...Jaffe deserves a place in Marketing history for this." (SlightlyRoughAroundtheEdges.Wordpress.com, Tuesday 25th February 2008) "In a series of Read more...

 
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