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

ISBN: 978-0-470-13732-1
320 pages
October 2007
Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership (0470137320) cover image


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.
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Table of Contents

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.


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Author Information

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 Coca-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.

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“The long and short of it is that the book is excellent…Jaffe deserves a place in Marketing history for this.” (SlightlyRoughAroundtheEdges.Wordpress.com, Tuesday 25th February 2008)

“In a series of case studies, Jaffe shows you how to bring your brand up to speed.” (Fin Week, Thursday 3rd April 2008)

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