基本信息出版社：Wiley
页码：320 页
出版日期：2007年10月
ISBN：0470137320
条形码：9780470137321
装帧：精装
正文语种：英语
外文书名：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

内容简介 在线阅读本书

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.
作者简介

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.

媒体推荐 Review
“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)