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Listen First! is the go to guide for understanding the newest, and potentially most important advance in market research - listening to customer conversations. The book answers four key questions being asked today - what is listening, how is it used, how is it done, and where is it going? Listen First! explains how listening helps brands achieve the full range of marketing objectives, from finding new customers through loyalty. This comprehensive book teaches through 50+ case studies and many examples. Complete with over 70 vendor profiles, glossary and index, and 12 contributed essays on listening's frontiers, Listen First! gives all readers the research and practical foundation necessary to leverage listening for their brand's growth. Published by John Wiley & Sons in April 2011, you can buy Listen First! on Amazon.com.
This best-seller (more than 17,000+ copies sold) distills over 1,200 studies, white papers, industry research, trade press and case studies into one practical guide about how online advertising works and why. An indispensable resource for anyone involved in developing, implementing and evaluating online advertising strategy and programs. The book focuses on the enduring strategies, not the tactics of the day, in order for marketers to have the knowledge-base necessary to execute winning campaigns. Written by Joe Plummer, Steve Rappaport, Taddy Hall, Robert Barocci, and published by John Wiley & Sons in April 2007, you can buy The Online Advertising Playbook on Amazon.com.
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