| 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. |
| Foreword Preface Acknowledgments 1 Talking "At" vs Talking "With" 2 The many-to-many model 3 Can Marketing be a Conversation? 4 The birth of generation "i" 5 The Rise of the Prosumer 6 The new consumerism 7 The 6 Cs; 3 phases of conversation 8 The content-conversation relationship 9 What your future holds for conversation? 10 Why are you so afraid of conversation? 11 The 10 tenets of good conversation 12 The 5 Ways you can "Join the Conversation" 13 When conversation isn't conversation at all 14 Where does conversation fit in? 15 Conversation through Community 16 Conversation through Dialogue 17 Conversation through Partnership 18 Getting startedthe Manifesto for Experimentation 19 Does conversation actually work? 20 Do you speak conversation? Take the test Index |
内容加载中，请稍后...
商品评论（0条）