{"product_id":"listen-first-9780470935514","title":"Listen First","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eLISTEN FIRST!\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eShhh Listen.\u003c\/b\u003e Hear that? That''s the sound of your business. The conversations taking place online and in the marketplace tell you nearly everything you need to know about your company and your customers?what people are saying about you, how they use your products, whether they''ll buy or recommend your product, and how they respond to your marketing and advertising. Listening provides unrivaled insight. If you do it right, you''ll have a decisive edge over your competition as you adapt faster to customer needs and market changes. Listening is ultimately about gaining business advantage. \u003c\/p\u003e\u003cp\u003eBased on authoritative research from the Adver-tising Research Foundation, \u003ci\u003eListen First!\u003c\/i\u003e delivers a playbook for marketing and advertising success-fully in our conversational era. This book explains what listening is, how to do it, how it''s used, and where it''s headed. Done well, social media listening uncovers pivotal insights that guide marketing as well a\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eForeword Bob Barocci and Stephen D. Rappaport.\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Steps to Effective Listening.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Organize for Listening, Define Objectives, Key Measures, and Conversations.\u003c\/p\u003e \u003cp\u003eChapter 2 Evaluate and Select Listening Solutions.\u003c\/p\u003e \u003cp\u003eChapter 3 Field, Analyze, and Report and Evaluate Listening Research. \u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Listening-Led Marketing and Advertising: Applying Listening Insights to Achieve Key Business Objectives.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Understand the Consumer's Mind-set.\u003c\/p\u003e \u003cp\u003eChapter 5 Discover New Customers.\u003c\/p\u003e \u003cp\u003eChapter 6: Drive New Product Development and Innovation.\u003c\/p\u003e \u003cp\u003eChapter 7 Create Messages That Resonate.\u003c\/p\u003e \u003cp\u003eChapter 8 Improve Products and Services.\u003c\/p\u003e \u003cp\u003eChapter 9 Increase Sales.\u003c\/p\u003e \u003cp\u003eChapter 10 Sense Change to Compete in the Present.\u003c\/p\u003e \u003cp\u003eChapter 11 Rebrand and Reposition Products and Services.\u003c\/p\u003e \u003cp\u003eChapter 12 Manage Reputation.\u003c\/p\u003e \u003cp\u003eChapter 13 Compete Strategically.\u003c\/p\u003e \u003cp\u003eChapter 14 Provide Customer Care and Increase Customer Satisfaction.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Listening-Led Marketing and Media Innovations.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Social TV Measurement.\u003c\/p\u003e \u003cp\u003eChapter 16 Listening-Based Targeting.\u003c\/p\u003e \u003cp\u003eChapter 17 Achieve Share of Market Goals.\u003c\/p\u003e \u003cp\u003eChapter 18 Listening-Based Sales Prediction.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV Listening's New Frontiers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19 Listen to New Signals.\u003c\/p\u003e \u003cp\u003eChapter 20 Focus on Culture.\u003c\/p\u003e \u003cp\u003eChapter 21 Change the Research Paradigm.\u003c\/p\u003e \u003cp\u003eChapter 22 Rethink Marketing, Media, and Advertising.\u003c\/p\u003e \u003cp\u003eChapter 23 Become a Listening Organization.\u003c\/p\u003e \u003cp\u003eAppendix Vendor Profiles A Resource Guide.\u003c\/p\u003e \u003cp\u003eAdvertising Research Foundation.\u003c\/p\u003e \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eReferences.\u003c\/p\u003e \u003cp\u003eGlossary.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":51037069410647,"sku":"9780470935514","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470935514.jpg?v=1750934250","url":"https:\/\/bookcurl.com\/products\/listen-first-9780470935514","provider":"Book Curl","version":"1.0","type":"link"}