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

Praise for Join the Conversation
"Communication is no longer enough to provide a sustainable growth platform for brands. Jaffe lays out what comes next for marketers looking to build bridges, bonds, and relationships with their most valuable asset—their consumers."
—Jim Stengel, Global Marketing Officer, Procter & Gamble
"Marketing is no longer a spectator sport, but rather full–contact collaboration; working with consumers as partners eliminates ′us versus them′ from the equation. This is conversational marketing firing on all cylinders, and it′s all in Join the Conversation."
—Beth Comstock, President, Integrated Media, NBC Universal
"Conversation is not as easy as it sounds. When companies head down a path of consumer dialogue and loosening of brand control, it helps to have a guide on your journey. This book is that guide."
—Mark Greatrex, Senior Vice President, Marketing
Communication and Insights, The Coca–Cola Company
"Jaffe′s latest book provides marketing professionals with a blend of inspirational guidance and practical evidence for joining the conversation. Jaffe is an activist for necessary behavior change, and we′ll all benefit from his witty yet thoughtful conversation in this enjoyable book."
—Nick Brien, Worldwide Chief Executive Officer, Universal McCann
"Jaffe possesses an uncanny ability to cut through the jargon and get right to the heart of today′s complex and vexing marketing challenges. Visionary CMOs will read this book and embrace their roles as Chief Conversation Officers for tomorrow′s great brands."
—Jim Garrity, former chief marketing officer, Wachovia
"The Berlin Wall of the entire communications industry has crumbled. In its place is the exciting and daring new world of massive and dynamic collaboration and conversations. Join the Conversation is the road map for future leaders."
—Roy Spence, founde r and President, GSD&M Advertising
"My favorite guru of the Age of Engagement (arguably the most bewildering, rapid–fire turnaround ever seen by consumer and B–to–B marketers) is Joseph Jaffe.... Right now is the perfect moment for Jaffe to be sharing his keen insights into the workings of the new conversational marketing."
—Stan Rapp, coauthor of MaxiMarketing

Spis treści:
Chapter 1. Talking "At" vs. Talking "With".
Chapter 2. The many–to–many model.
Chapter 3. Can Marketing be a Conversation?
Chapter 4. The birth of generation "i".
Chapter 5. The Rise of the Prosumer.
Chapter 6. The new consumerism.
Chapter 7. The 6 Cs; 3 phases of conversation.
Chapter 8. The content–conversation relationship.
Chapter 9. What your future holds for conversation?
Chapter 10. Why are you so afraid of conversation?
Chapter 11. The 10 tenets of good conversation.
Chapter 12. The 5 Ways you can "Join the Conversation".
Chapter 13. When conversation isn′t conversation at all.
Chapter 14. Where does conversation fit in?
Chapter 15. Conversation through Community.
Chapter 16. Conversation through Dialogue.
Chapter 17. Conversation through Partnership.
Chapter 18. Getting started...the Manifesto for Experimentation.
Chapter 19. Does conversation actually work?
Chapter 20. Do you speak conversation? Take the test.
Index.

Nota biograficzna:

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 Coca̵ 1;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.

Okładka tylna:

Praise for Join the Conversation
"Communication is no longer enough to provide a sustainable growth platform for brands. Jaffe lays out what comes next for marketers looking to build bridges, bonds, and relationships with their most valuable asset—their consumers."
—Jim Stengel, Global Marketing Officer, Procter & Gamble
"Marketing is no longer a spectator sport, but rather full–contact collaboration; working with consumers as partners eliminates ′us versus them′ from the equation. This is conversational marketing firing on all cylinders, and it′s all in Join the Conversation."
—Beth Comstock, President, Integrated Media, NBC Universal
"Conversation is not as easy as it sounds. When companies head down a path of consumer dialogue and loosening of brand control, it helps to have a guide on your journey. This book is that guide."
—Mark Greatrex, Senior Vice President, Marketing
Communication and Insights, The Coca–Cola Company
"Jaffe′s latest book provides marketing professionals with a blend of inspirational guidance and practical evidence for joining the conversation. Jaffe is an activist for necessary behavior change, and we′ll all benefit from his witty yet thoughtful conversation in this enjoyable book."
—Nick Brien, Worldwide Chief Executive Officer, Universal McCann
"Jaffe possesses an uncanny ability to cut through the jargon and get right to the heart of today′s complex and vexing marketing challenges. Visionary CMOs will read this book and embrace their roles as Chief Conversation Officers for tomorrow′s great brands."
—Jim Garrity, former chief marketing officer, Wachovia
"The Berlin Wall o f the entire communications industry has crumbled. In its place is the exciting and daring new world of massive and dynamic collaboration and conversations. Join the Conversation is the road map for future leaders."
—Roy Spence, founder and President, GSD&M Advertising
"My favorite guru of the Age of Engagement (arguably the most bewildering, rapid–fire turnaround ever seen by consumer and B–to–B marketers) is Joseph Jaffe.... Right now is the perfect moment for Jaffe to be sharing his keen insights into the workings of the new conversational marketing."
—Stan Rapp, coauthor of MaxiMarketing