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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Joseph Jaffe著

出 版 社：

出版时间： 2007-10-1字数：版次： 1页数： 300印刷时间： 2007/10/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470137321包装： 精装内容简介

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.

作者简介

Joseph Jaffe is President and founder of crayon, LLC. crayon is a new marketing innovation company specializing in interrupting the status quo, joining the conversation, and effecting transformational change through well-structured experimentation, using a bold mix of alternatives to traditional advertising (www.crayonville.com). Prior to crayon, he was president and founder of Jaffe, LLC, and director of Interactive Mediaat TBWA/Chiat/Day and OMD USA. His clients have included The Coca-Cola Company, American Airlines, Starwood Hotels, Procter & Gamble, Kmart, Absolut Vodka, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School.

目录

Foreword

Preface

Acknowledgments

1 Talking "At" vs Talking "With"

2 The many-to-many model

3 Can Marketing be a Conversation?

4 The birth of generation "i"

5 The Rise of the Prosumer

6 The new consumerism

7 The 6 Cs; 3 phases of conversation

8 The content-conversation relationship

9 What your future holds for conversation?

10 Why are you so afraid of conversation?

11 The 10 tenets of good conversation

12 The 5 Ways you can "Join the Conversation"

13 When conversation isn't conversation at all

14 Where does conversation fit in?

15 Conversation through Community

16 Conversation through Dialogue

17 Conversation through Partnership

18 Getting startedthe Manifesto for Experimentation

19 Does conversation actually work?

20 Do you speak conversation? Take the test

Index

 

 

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