xix, 300 pages : illustrations ; 24 cm
9780470137321 cloth 0470137320 cloth
"Published simultaneously in Canada."
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
Talking "at" versus talking "with" The many-to-many model Can marketing be a conversation? The birth of generation i The rise of the prosumer The new consumerism The six Cs: three phases of conversation The content-conversation relationship What conversations are in your future? Why are you so afraid of conversation? The ten tenets of good conversation The five ways you can join the conversation When conversation isn't conversation at all Where does conversation fit in? Conversation through community Conversation through dialogue Conversation through partnership Getting started: the manifesto for experimentation Does conversation work? Do you speak conversation? Take the test.