Summary of The Conversation Manager

The Power of the Modern Consumer, the End of the Traditional Advertiser

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The Conversation Manager book summary
Traditional advertising no longer works. Influence your target by managing the conversation instead.

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,”
  • How to apply the most effective conversation-management marketing techniques
 

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...
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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.


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