Rappaport, Stephen D., 1952-
Listen first! : turning social media conversations into business advantage / Stephen D. Rappaport. - Hoboken, N.J. : John Wiley, c2011. - xiii, 302 p. : ill. ; 24 cm.
Includes bibliographical references (p. 261-272) and index.
Machine generated contents note: Foreword. -- Part 1. -- Chapter 1: Organize for Listening, Define Objectives, Key Measures, and Conversations. -- Chapter 2: Listening Solutions.. -- Chapter 3: Field, Analyze, Report and Evaluate -- Part 2: Listening-led Marketing: Applying Social Media Listening Insights to Achieve Key Objectives. -- Chapter 4: Understand the Consumer's Mindset. -- Chapter 5: Discover New Customers. -- Chapter 6: Drive New Product Development and Innovation. -- Chapter 7: Create Messages That Resonate. -- Chapter 8: Improve Products and Services. -- Chapter 9: Increase Sales. -- Chapter 10: Look Forward to Drive Business Forward. -- Chapter 11: Rebrand and Reposition Products and Services. -- Chapter 12: Manage Reputation. -- Chapter 13: Compete Strategically. -- Chapter 14: Customer Care and Customer Satisfaction. -- Part 3: listening-led marketing and media innovations. -- Chapter 15: Social TV Measurement. -- Chapter 16: Listening-based Targeting. -- Chapter 17: Achieve Share of Market Goals. -- Chapter 18: Listening-based Sales Prediction. -- Part 4: Introduction. -- Chapter 19: Listen to New Signals. -- Chapter 20: Focus on Culture. -- Chapter 21: Drive Business With Social Data. -- Chapter 22: Rethink Media and Marketing. -- Chapter 23: Become a Listening Organization. -- Vendor Profiles. -- References. -- Glossary. -- Index.
9780470935514 (hbk.) 9781118033722 (ebk.) 9781118033739 (ebk.) 9781118033746 (ebk.)
Internet marketing.
Online social networks.
Social media--Research.
Consumers--Research.
Branding (Marketing)
658.872 / RAP 2011
Listen first! : turning social media conversations into business advantage / Stephen D. Rappaport. - Hoboken, N.J. : John Wiley, c2011. - xiii, 302 p. : ill. ; 24 cm.
Includes bibliographical references (p. 261-272) and index.
Machine generated contents note: Foreword. -- Part 1. -- Chapter 1: Organize for Listening, Define Objectives, Key Measures, and Conversations. -- Chapter 2: Listening Solutions.. -- Chapter 3: Field, Analyze, Report and Evaluate -- Part 2: Listening-led Marketing: Applying Social Media Listening Insights to Achieve Key Objectives. -- Chapter 4: Understand the Consumer's Mindset. -- Chapter 5: Discover New Customers. -- Chapter 6: Drive New Product Development and Innovation. -- Chapter 7: Create Messages That Resonate. -- Chapter 8: Improve Products and Services. -- Chapter 9: Increase Sales. -- Chapter 10: Look Forward to Drive Business Forward. -- Chapter 11: Rebrand and Reposition Products and Services. -- Chapter 12: Manage Reputation. -- Chapter 13: Compete Strategically. -- Chapter 14: Customer Care and Customer Satisfaction. -- Part 3: listening-led marketing and media innovations. -- Chapter 15: Social TV Measurement. -- Chapter 16: Listening-based Targeting. -- Chapter 17: Achieve Share of Market Goals. -- Chapter 18: Listening-based Sales Prediction. -- Part 4: Introduction. -- Chapter 19: Listen to New Signals. -- Chapter 20: Focus on Culture. -- Chapter 21: Drive Business With Social Data. -- Chapter 22: Rethink Media and Marketing. -- Chapter 23: Become a Listening Organization. -- Vendor Profiles. -- References. -- Glossary. -- Index.
9780470935514 (hbk.) 9781118033722 (ebk.) 9781118033739 (ebk.) 9781118033746 (ebk.)
Internet marketing.
Online social networks.
Social media--Research.
Consumers--Research.
Branding (Marketing)
658.872 / RAP 2011