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Author:

Jaffe, Joseph, 1970-

Title:

Join the conversation : how to engage marketing-weary consumers with the power of community, dialogue, and partnership / Joseph Jaffe.

Publisher:

John Wiley & Sons,

Copyright Date:

c2007

Description:

xix, 300 p. : ill. ; 24 cm.

Subject:

Customer relations.
Business communication.
Relationship marketing.
Marketing.

Notes:

"Published simultaneously in Canada." Includes bibliographical references and index.

Contents:

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.

ISBN:

0470137320 (cloth)
9780470137321 (cloth)

OCLC:

(OCoLC)123485274

LCCN:

2007015889

Locations:

UNUX074 -- University of Northern Iowa - Rod Library (Cedar Falls)

UQAX771 -- Des Moines Area Community College Library - Ankeny (Des Moines)