The Conversation Manager: The Power of the Modern Consumer - the End of the Traditional Advertiser - Couverture souple

Van Belleghem, Steven

Couverture souple

ISBN 10 : 9020991272 ISBN 13 : 9789020991277

Editeur : Editions Lannoo sa, 2010

Synopsis

In recent years, the internet has changed from a static platform into a social platform. This development has had a major impact on the manner in which consumers seek information, communicate and indicate their purchasing intentions. Sadly, however, most advertisers have failed to keep pace with these developments. Traditional advertisement is no longer effective. Advertising agencies and their customers need to think long and hard about changing the manner in which they work. The gap between today's consumer and traditional advertisers is getting wider every day. This new age does not necessarily mean the end of the advertising market - but it does mean the end of the advertiser! This book offers the solution to meet this new challenge: a change of pathway that will allow the advertiser to be transformed into the Conversation Manager. The Conversation Manager has a fresh vision about the best way for brands to approach and to collaborate successfully with the contemporary consumer. Conversing with the consumer is a central element in this strategy. Learning to listen to and talk with consumers are necessary skills if you want to change yourself into a Conversation Manager. Using clear concepts and striking examples, this book describes how a 20th century advertiser can become a 21st century Conversation Manager. But this is much more than just a theoretical framework. This book also offers useful practical tools which will allow you to start your change process within 48 hours! There are concrete tips about the best way to adjust your company's strategy towards conversation management and dozens of online tools that can help you in your new job - as a fully-fleged Conversation Manager.

A propos du livre

À propos de l?auteur

Steven Van Belleghem is managing partner with market research company InSites Consulting. He is passionate about helping customers make strategic marketing decisions and specialised in brand and advertisement research. Steven started his carreer at the Vlerick Leuven Ghent Management School as a research staff member.

Détails de l'édition

• Éditeur: Editions Lannoo sa
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 9020991272
• ISBN 13: 9789020991277
• Reliure: Broché
• Nombre de pages: 200
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible