Conversation Manager: The Power of the Modern Consumer, the End of the Traditional Advertiser [Pehme köide]

  • Formaat: Paperback / softback, 224 pages, kõrgus x laius x paksus: 233x155x14 mm, kaal: 346 g, Illustrations
  • Ilmumisaeg: 03-May-2012
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749466596
  • ISBN-13: 9780749466596
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  • Formaat: Paperback / softback, 224 pages, kõrgus x laius x paksus: 233x155x14 mm, kaal: 346 g, Illustrations
  • Ilmumisaeg: 03-May-2012
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749466596
  • ISBN-13: 9780749466596
Teised raamatud teemal:
Helps advertisers navigate the new word of social media so that they can leverage consumers' online conversations into more sales. Original.

Van Belleghem, an entrepreneur, speaker, and author who teaches at Vlerick Leuven Gent Management School, Belgium, explains why traditional advertising no longer works and why change is needed in the way advertisers deal with consumers in the age of the Internet. Drawing on four years of research at his consulting firm, as well as the professional literature, conversations with advertisers, projects for customers, workshops and seminars, and his visions and beliefs, he examines the increasing gulf between modern consumers and traditional advertisers, the qualities of consumers today, and how the Internet has impacted how they communicate their purchasing decisions, then proposes a solution that will change the twentieth-century advertiser into a conversation manager for the twenty-first century who focuses on brand identification, uses advertising for activation of consumer messages, and manages consumers' conversations about products through observation, facilitation, and participation in them to improve sales results. He outlines tips that can be used to adjust the company strategy quickly and includes many examples. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)


The increasing popularity and importance of social media in the recent years has created a growing gap between modern, internet savvy consumers and traditional advertising. Since old tried and tested marketing techniques are no longer effective, marketers need to engage with the new breed of consumers. In order for marketers to become effective conversation managers, it's essential for them to learn to listen and communicate with their consumers.

Based on four years of primary research, The Conversation Manager explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns, this book is full of practical tools to help transform a company's strategy and kick-start conversations with its customers.

Muu info

Based on four years of research by InSites Consulting Includes practical tools on how to start transforming your company strategy within 48 hours Packed with examples of successful advertising campaigns
Thanks and acknowledgements iv
Foreword vi
Catch me if you can ix
The basis of the book xi
PART ONE Together we are strong
1(52)
01 The power of the modern consumer
3(27)
02 The end of the `traditional' advertiser
30(23)
PART TWO The Conversation Manager
53(94)
03 The new framework
55(21)
04 Your brand deserves a lever
76(18)
05 Advertising becomes activating
94(27)
06 Observe, facilitate and participate in conversations
121(26)
PART THREE I want to be a Conversation Manager!
147(44)
07 The philosophy of the Conversation Manager
149(17)
08 The Conversation Manager in practice
166(13)
09 You have just 48 hours!
179(12)
Epilogue: The Conversation Company 191(5)
References 196(8)
About the Author 204(1)
About InSites Consulting 205(1)
Index 206
Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a Managing Partner of InSites Consulting, (a fast growing market research & consultancy firm), Professor at Vlerick Leuven Gent Management School and author of The Conversation Company.