加入谈话：如何利用网上社区、对话与合作伙伴的力量对营销厌倦的客户开展工作Join the Conversation 免费 下载 115盘 pdf txt mobi caj lit

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.

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

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

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