LEADER 03113nam 2200613 a 450 001 9910785094103321 005 20230721031216.0 010 $a1-281-28445-9 010 $a9786611284459 010 $a0-470-18786-7 035 $a(CKB)1000000000411276 035 $a(EBL)335710 035 $a(OCoLC)476150209 035 $a(SSID)ssj0000186056 035 $a(PQKBManifestationID)11182414 035 $a(PQKBTitleCode)TC0000186056 035 $a(PQKBWorkID)10217953 035 $a(PQKB)11257494 035 $a(MiAaPQ)EBC335710 035 $a(Au-PeEL)EBL335710 035 $a(CaPaEBR)ebr10295973 035 $a(CaONFJC)MIL128445 035 $a(EXLCZ)991000000000411276 100 $a20070419d2007 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aJoin the conversation$b[electronic resource] $ehow to engage marketing-weary consumers with the power of community, dialogue, and partnership /$fJoseph Jaffe 210 $aHoboken, N.J. $cJohn Wiley & Sons$dc2007 215 $a1 online resource (322 p.) 300 $a"Published simultaneously in Canada." 311 $a0-470-13732-0 320 $aIncludes bibliographical references and index. 327 $aTalking "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. 330 $aWith 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. 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