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How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership
Wiley
October 2007
On Sale: October 19, 2007
320 pages
ISBN: 0470137320
EAN: 9780470137321
Hardcover
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Non-Fiction
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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