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 / Joseph Jaffe. - Hoboken, N.J. : John Wiley & Sons, c2007. - xix, 300 p. : ill. ; 24 cm.
"Published simultaneously in Canada."
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.
9780470137321 (cloth) 0470137320 (cloth)
2007015889
Customer relations.
Business communication.
Relationship marketing.
Marketing.
HF5415.5 / .J34 2007
658.8343
Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / Joseph Jaffe. - Hoboken, N.J. : John Wiley & Sons, c2007. - xix, 300 p. : ill. ; 24 cm.
"Published simultaneously in Canada."
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.
9780470137321 (cloth) 0470137320 (cloth)
2007015889
Customer relations.
Business communication.
Relationship marketing.
Marketing.
HF5415.5 / .J34 2007
658.8343