Join the Conversation
How to Engage Marketing-weary Consumers with the Power of Community, Dialogue, and Partnership
By (author) Joseph Jaffe
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Join the Conversation by Joseph Jaffe
Book DescriptionWith 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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Book DetailsISBN: 9780470137321
(238mm x 163mm x 29mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 6-Nov-2007
Country of Publication: United Kingdom
Books By Author Joseph Jaffe
Z.E.R.O., Hardback (November 2013)
The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we re doing absolutely nothing about it. Zero.
Flip the Funnel, Hardback (February 2010)
Why customer retention is the new acquisition It costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel - the mass media or awareness side.
Life After the 30-Second Spot, Hardback (July 2005)
Today's marketers know that the world has changed and that they must look for new approaches beyond the traditional media of print, TV and radio, but many are unsure how to implement the techniques and approaches of 'new marketing'. New in the successful Adweek series, Life After the 30-Second Spot is their bible.
Rhythms of Dialogue in Infancy, Paperback (June 2001)» View all books by Joseph Jaffe
This book represents a test to the hypothesis that vocal rhythm coordination at four months of age predicts attachment and cognition at age 12 months. The findings show that high coordination can index more or less optimal outcomes, as a function of outcome measure, partner, and site.
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Author Biography - Joseph Jaffe
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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