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Listen First!

Turning Social Media Conversations Into Business Advantage

Wiley, J,
E-Book ( PDF mit Adobe DRM )
In Ihrem Land nicht verfügbar


"This superb book synthesizes the industry's best thinking on themassive upside of listening. Listen First! is an invaluableresource for marketing executives and will help organizationscreate real competitive advantage."
--Dave Hudson, CEO, NM Incite, a joint venture of McKinsey andNielsen
"Listening is a business imperative. especially in a worldof empowered consumers. Brands are getting built and nurtured in avery different way. This book is a must read for anyone who wantsto succeed in this new world order."
--Stan Sthanunathan, Vice President, Marketing Strategy &Insights, Coca-Cola
"One by one, the best marketing companies are putting 'listeningto consumers' on their strategic agenda. Following eachannouncement, we hear. silence, as staff groups try to grapplewith the new directive. Listen First! is a timely, unhyped, andpragmatic field guide for those exploring the world oflistening."
--Ted McConnell, EVP Digital, Advertising Research Foundation;former head of Digital Marketing Innovation, Procter &Gamble
"How many of you have an effective listening strategy? To helpguide you in the listening maze, identify new businessopportunities, and select the right partners for the developmentand implementation of an effective listening strategy, this book isa must and an enjoyable read!"
--Prof. Yoram (Jerry) Wind, The Lauder Professor, The WhartonSchool
"We started J&D's with a single idea - to makeeverything taste like bacon. All we needed now were customers. Sowe decided to go where the conversations were, and we've beenlistening ever since. We use social media to connect with ourcustomers, promote our advancements in bacon-o-vation, and ask fortheir feedback on new product development. If you're anentrepreneur or run a small business, this book will give you lotsof examples and terrific and practical ideas for creativelylistening to your customers and growing it."
--Justin Esch, cofounder, J&D's Foods


Titel: Listen First!
Autoren/Herausgeber: Stephen D. Rappaport
Ausgabe: 1. Auflage

ISBN/EAN: 9781118033722

Seitenzahl: 256
Produktform: E-Book
Sprache: Englisch

STEPHEN D. RAPPAPORT is the lead author of The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation (Wiley). At ARF, Steve is Knowledge Solutions Director. A sought-after speaker at industry conferences, Steve holds workshops and strategy sessions with leading brands and lectures at major business schools.

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