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Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership (Hardcover)

by Joseph Jaffe (Author)
5.0 out of 5 stars See all reviews (2 customer reviews)
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Product details

  • Hardcover: 320 pages
  • Publisher: John Wiley & Sons (6 Nov 2007)
  • Language English
  • ISBN-10: 0470137320
  • ISBN-13: 978-0470137321
  • Product Dimensions: 22.6 x 16 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 291,036 in Books (See Bestsellers in Books)

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Product Description

Review
“The long and short of it is that the book is excellent…Jaffe deserves a place in Marketing history for this.” (SlightlyRoughAroundtheEdges.Wordpress.com, Tuesday 25th February 2008)

“In a series of case studies, Jaffe shows you how to bring your brand up to speed.” (Fin Week, Thursday 3rd April 2008)

Review
“long and short of it is that the book is excellent…Jaffe deserves a place in Marketing history for this.” (SlightlyRoughAroundtheEdges.Wordpress.com, Tuesday 25th February 2008)

“In a series of case studies, Jaffe shows you how to bring your brand up to speed.” (Fin Week, Thursday 3rd April 2008)

See all Product Description

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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2 of 2 people found the following review helpful:
5.0 out of 5 stars Powerful set of ideas to work towards, 28 Feb 2008
By G. Smith (Liverpool, UK) - See all my reviews
(REAL NAME)   
The long and short of it is that the book is excellent and I'm not going to write a 1000+ words on it as i don't want to spoil it for you so here are a few observations.

1. General Feeling:
If you have ever read Jaffe's brilliant blog then you will know how how enthusiastic he is about this type of stuff and the book is no different. What I like about this book is that it doesn't need to be read cover to cover (although that's what i did). It is written in a way that you can dip into chapters that interest you, like a website or a blog, not sure this is intentional? If it is great - `Marketeers don't have time to read' ahem... I read that somewhere????

The book is basically a set of ideas on what is possible for marketeers today and tomorrow and as such not a `how to do social media for dummies in three simple steps' type of thing. If you are expecting that then you will probably gonna be disapointed. You need to do a bit of work decoding the principles behind his thinking. But, i guess that's exactly what he wants you to do though - pick up these ideas, get excited, run with them and mutate them to work for your organizations comms problems.

2. Personal Gratification:
That I was right. Anyone who knows me will have heard me speak many times of:

1. The internet is the centre of your universe and Google is grand central station
2. It's the quality of content that matters not the (graphic) design
3. Your database is your best marketplace (quality vs quantity)
4. User Experience is where you make the biggest difference (service)
5. Technology is the catalyst

Thanks Mr Rapp.

3. Jaffe's Six C's:
Is not that new to me but he is the one that has put it down first (i think?) so kudos to him for this:

1. Content
2. Commerce
3. Community
4. Context
5. Customization
6. Conversation

In the very near future these will be taught in schools across the globe just like the 4/5P's. Jaffe deserves a place in Marketing history for this.

4. Communication -> F2F Conversation = Better Connections and more sales:
This is best illustrated with the Dell case study and worth the price of the book alone.

5. Manifesto for Experimentation:
Chief Conversation Officer, Return on Experimentation (ROE) both brilliant bits of thinking.

6. Final Though:
This has to be the most exciting time to be involved in marcoms since i guess since the late 60's when TV blew up and Jaffe is the prophet showing you the way. Embrace it -- change happens all the time and you cannot stop it. So if you feel like: `Your fingertips are holding onto the cracks in your organisation'* but are unsure why you are in that position then you need to a. read more and b. start by reading this... so what are you waiting for?
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5.0 out of 5 stars A Quick Glance Brings Rewards, 28 Sep 2008
Even viewing the pages of this book that Jaffe has allowed us to see has brought its own rewards.

His thoughts on word of mouth are careful and true. I've always felt that WOM was a little er overemphasised and that it can be abused by marketeers has been understated.

I wish more publishers would give us a good selection of pages before we buy. It there weren't viewable pages for this book chances are that I wouldn't decide to buy. After all when you go to a bricks and mortar book shop you can flick through the book at leisure.

So this looks like an excellent book. I'll give a further review when I've read it.
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