Conversation Manager

\"Finally a book that does not only point out that the consumer is changed, it also offers useful ideas on how to adapt to that situation. A must-read for everyone who is involved in consumer marketing.\" Prof. Gino Van Ossel, Vlerick Leuven Ghent Management School

In the past years the internet has changed from a static platform into a social platform. This change has influenced the way consumers communicate and how they decide what to purchase. Sad to say that most advertisers did not adapt to this evolution.

Traditional advertisement does not work anymore. The gap between modern consumers and traditional advertisers increases every day, so it is time for advertisers to make a change. Today, we have come to the end of an era where the advertiser no longer exists. On the other hand, that does not mean the end of the advertisement market.

This book offers the solution to this challenge: a transformation from advertiser into Conversation Manager. The Conversation Manager knows how brands influence the modern consumer. The most important aspect is communicating with consumers. Listening and talking to consumers are required abilities to transform into a Conversation Manager. Besides a theoretical analysis, this book presents excellent examples and clear concepts, that will help you change into a Conversation Manager. In the future, most successful brands will, without a doubt be managed by Conversation Managers.

Contents:
The power of the Modern Consumer
The end of the 'traditional advertiser'
A new discourse
Your brand deserves support
Advertising becomes activating
Observe, support en participate in conversations
I want to become a Conversation Manager
The philosophy of the Conversation Manager
The skills of the Conversation Manager
Still 48 hours left!

AUTHOR:
Steven Van Belleghem is managing partner with market research company InSites Consulting. He is passionate about helping customers make strategic marketing decisions and specialised in brand and advertisement research. Steven started his carreer at the Vlerick Leuven Ghent Management School as a research staff member.

ILLUSTRATIONS
100 colour illustrations

ISBN: 9789020991277
Author: VAN BELLEGHEM, STEVEN
Format: Paperback
Publication date: 20/10/2010
RRP: $56.99
Pages: 200
Dimension: 240mm X 170mm
Imprint: Lannoo