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.Motorola partnered with its community via wiki to coincide with the launch of the Q. Herea#39;s a quote from the Moto clan: ... Case in point: Many companies are putting user guides on a CD or, worse still, making guides downloadable from a webanbsp;...
|Title||:||Join the conversation|
|Publisher||:||Wiley - 2007-10-19|