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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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Book Details

ISBN: 9780470137321
ISBN-10: 0470137320
Format: Hardback
(238mm x 163mm x 29mm)
Pages: 320
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 6-Nov-2007
Country of Publication: United Kingdom


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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 ( 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.

Books By Author Joseph Jaffe

Z.E.R.O. by Joseph Jaffe


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Flip the Funnel by Joseph Jaffe

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Hardback, February 2010
Life After the 30-Second Spot by Joseph Jaffe

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Hardback, July 2005
Rhythms of Dialogue in Infancy by Joseph Jaffe

Rhythms of Dialogue in Infancy

Paperback, June 2001