Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and PartnershipWith 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
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 1 Talking At Versus Talking With | 1 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 2 The ManytoMany Model | 12 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 3 Can Marketing Be a Conversation? | 25 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 4 The Birth of Generation i | 33 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 5 The Rise of the Prosumer | 41 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 6 The New Consumerism | 52 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 7 The Six Cs Three Phases of Convers... | 65 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 8 The ContentConversation Relationship | 72 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 12 The Five Ways You Can Join the C... | 140 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 13 When Conversation Isnt Conversat... | 176 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 14 Where Does Conversation Fit In? | 194 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 15 Conversation through Community | 215 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 16 Conversation through Dialogue | 226 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 17 Conversation through Partnership | 234 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 18 Getting Started The Manifesto for ... | 246 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 19 Does Conversation Work? | 264 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 9 What Conversations Are in Your Fu... | 94 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 10 Why Are You So Afraid of Conve... | 104 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 11 The Ten Tenets of Good Conversat... | 120 |
How to Engage MarketingWeary Consumers with the Power of Community Dialogue and Partnership Chapter 20 Do You Speak Conversation? Take... | 273 |
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Join the Conversation: How to Engage Marketing-Weary Consumers with the ... Joseph Jaffe No preview available - 2008 |
Common terms and phrases
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