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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, ©2008.
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. In Join the Conversation, Jaffe discusses the  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Joseph Jaffe
ISBN: 9780470137321 0470137320
OCLC Number: 191045734
Notes: "Published simultaneously in Canada."
Description: pages cm
Contents: Chapter 1. Talking "At" vs. Talking "With". Chapter 2. The many-to-many model. Chapter 3. Can Marketing be a Conversation? Chapter 4. The birth of generation "i". Chapter 5. The Rise of the Prosumer. Chapter 6. The new consumerism. Chapter 7. The 6 Cs; 3 phases of conversation. Chapter 8. The content-conversation relationship. Chapter 9. What your future holds for conversation? Chapter 10. Why are you so afraid of conversation? Chapter 11. The 10 tenets of good conversation. Chapter 12. The 5 Ways you can "Join the Conversation". Chapter 13. When conversation isn't conversation at all. Chapter 14. Where does conversation fit in? Chapter 15. Conversation through Community. Chapter 16. Conversation through Dialogue. Chapter 17. Conversation through Partnership. Chapter 18. Getting started...the Manifesto for Experimentation. Chapter 19. Does conversation actually work? Chapter 20. Do you speak conversation? Take the test. Index.
Responsibility: Joseph Jaffe.
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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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