Join the Conversation. How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership. Joseph Jaffe

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Название: Join the Conversation. How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership

Автор: Joseph Jaffe

Издательство: John Wiley & Sons Limited

Жанр: Маркетинг, PR, реклама

Серия:

isbn: 9780470187869

isbn: 0

Аннотация:

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.