Paperback. "Finally a book that does not only point out that the consumer is changed, it also offers useful ideas on how to adapt to that situation. A must-read for everyone who is involved in consumer marketing." Prof. Gino Van Ossel, Vlerick Leuven Ghent Management School In the past years the internet has changed from a static platform into a social platform. This change has influenced the way consumers communicate and how they decide what to purchase. Sad to say that most advertisers did not adapt to this evolution. Traditional advertisement does not work anymore. The gap between modern consumers and traditional advertisers increases every day, so it is time for advertisers to make a change. Today, we have come to the end of an era where the advertiser no longer exists. On the other hand, that does not mean the end of the advertisement market. This book offers the solution to this challenge: a transformation from advertiser into Conversation Manager. The Conversation Manager knows how brands influence the modern consumer. The most important aspect is communicating with consumers. Listening and talking to consumers are required abilities to transform into a Conversation Manager. Besides a theoretical analysis, this book presents excellent examples and clear concepts, that will help you change into a Conversation Manager. In the future, most successful brands will, without a doubt be managed by Conversation Managers. Contents: The power of the Modern Consumer The end of the 'traditional advertiser' A new discourse Your brand deserves support Advertising becomes activating Observe, support en participate in conversations I want to become a Conversation Manager The philosophy of the Conversation Manager The skills of the Conversation Manager Still 48 hours left! AUTHOR: 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. ILLUSTRATIONS 100 colour illustrations This book looks at how to deal with the changing consumer and the social media as a marketing specialist. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

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Detalles bibliogr�ficos

T�tulo: Conversation Manager (Paperback)
Editor: Editions Lannoo sa, Tielt
Fecha de publicaci�n: 2010
Idioma: Ingl�s
ISBN 10: 9020991272
ISBN 13: 9789020991277
Encuadernaci�n: Paperback
Estado: new

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Sinopsis

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.

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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.

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