Summary of The Conversation Manager

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

The Conversation Manager book summary
Start getting smarter:
or see our plans

Rating

7 Overall

8 Applicability

5 Innovation

6 Style


Recommendation

The Internet, social networks and mobile technology have changed consumer behavior forever. People’s behavior has evolved, but many advertisers’ behavior has not. This failure, warns marketing professor and consultant Steven Van Belleghem, may render marketing activities obsolete. The traditional advertiser must evolve into a “Conversation Manager” who listens and responds to consumers. Although the content is not revolutionary, getAbstract recommends this clear, considered approach as a useful addition to any marketer’s library.

In this summary, you will learn

  • How today’s consumer behaves online and offline,
  • Why advertisers must become “Conversation Managers,” and
  • How to apply the most effective conversation-management marketing techniques.
 

About the Author

Steven Van Belleghem, author of The Conversation Company, is a partner at InSites Consulting and a professor of marketing at the international Vlerick Business School.

 

Summary

Word of Mouth
People trust each other more than they trust corporate-crafted messages. The Internet has elevated word-of-mouth influence to global levels. Peer-to-peer communication between consumers will increase. As online and offline data become interwoven, how advertisers communicate...

More on this topic

By the same author

When Digital Becomes Human
When Digital Becomes Human
7

Customers who read this summary also read

Marketing 4.0
Marketing 4.0
8
How Cool Brands Stay Hot
How Cool Brands Stay Hot
8
Get Scrappy
Get Scrappy
7
China’s Mobile Economy
China’s Mobile Economy
7
Superfandom
Superfandom
8
Disruptive Marketing
Disruptive Marketing
9

Related Channels

Comment on this summary