Join the conversation [electronic resource] : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / Joseph Jaffe.
By: Jaffe, Joseph.
Contributor(s): ebrary, Inc.
Material type:
BookPublisher: Hoboken, N.J. : John Wiley & Sons, c2007Description: xix, 300 p. : ill. ; 24 cm.Subject(s): Customer relations | Business communication | Relationship marketing | MarketingGenre/Form: Electronic books.DDC classification: 658.8/343 Online resources: An electronic book accessible through the World Wide Web; click to view "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.
Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
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