{"product_id":"listen-first-isbn-9780470935514","title":"Listen First!","description":"\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 as product development, customer service, and just about all business functions that touch customers and other stakeholders. You'll learn the tools, winning plays, and proven tactics for listening so that you can: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eUnderstand what customers are thinking, feeling, and doing in their lives that affect demand and interest in your products or services\u003c\/li\u003e \u003cli\u003eIdentify threats to your reputation\u003c\/li\u003e \u003cli\u003eSee how customers position competing brands in their minds, not as advertisers position them\u003c\/li\u003e \u003cli\u003eSense market shifts that threaten existing business or present new opportunities\u003c\/li\u003e \u003cli\u003eDevelop new products or refine your current lineup by bringing customer voices into R\u0026amp;D, innovation, and concept testing\u003c\/li\u003e \u003cli\u003eMake your messages more relevant and sharpen targeting by directing messages to people according to their conversational interests\u003c\/li\u003e \u003cli\u003eKeep sales humming, even when business conditions might be unfavorable—or better predict short-term sales based on the volume and specifics of conversational activity\u003c\/li\u003e \u003cli\u003eDetermine competitors' strengths and weaknesses\u003c\/li\u003e \u003cli\u003ePlan and buy advertising based on where conversations are happening\u003c\/li\u003e \u003cli\u003eOrganize your company to maximize listening's value across all its departments\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eListen First!\u003c\/i\u003e gives you evidence, research, and expert viewpoints that will enable you to take advantage of listening and build your business over the short term and for the long haul. If you want your company to have a sustainable business advantage in an uncertain world, it is time to start—and act on—listening.  \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   \u003cp\u003e\u003cb\u003eSTEPHEN D. RAPPAPORT\u003c\/b\u003e is the lead author of \u003ci\u003eThe Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation\u003c\/i\u003e (Wiley).\u003ci\u003e\u003c\/i\u003e At ARF, Steve is Knowledge Solutions Director. A sought-after speaker at industry conferences, Steve holds workshops and strategy sessions with leading brands and lectures at major business schools.     \u003c\/p\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 as product development, customer service, and just about all business functions that touch customers and other stakeholders. You'll learn the tools, winning plays, and proven tactics for listening so that you can: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eUnderstand what customers are thinking, feeling, and doing in their lives that affect demand and interest in your products or services\u003c\/li\u003e \u003cli\u003eIdentify threats to your reputation\u003c\/li\u003e \u003cli\u003eSee how customers position competing brands in their minds, not as advertisers position them\u003c\/li\u003e \u003cli\u003eSense market shifts that threaten existing business or present new opportunities\u003c\/li\u003e \u003cli\u003eDevelop new products or refine your current lineup by bringing customer voices into R\u0026amp;D, innovation, and concept testing\u003c\/li\u003e \u003cli\u003eMake your messages more relevant and sharpen targeting by directing messages to people according to their conversational interests\u003c\/li\u003e \u003cli\u003eKeep sales humming, even when business conditions might be unfavorable—or better predict short-term sales based on the volume and specifics of conversational activity\u003c\/li\u003e \u003cli\u003eDetermine competitors' strengths and weaknesses\u003c\/li\u003e \u003cli\u003ePlan and buy advertising based on where conversations are happening\u003c\/li\u003e \u003cli\u003eOrganize your company to maximize listening's value across all its departments\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eListen First!\u003c\/i\u003e gives you evidence, research, and expert viewpoints that will enable you to take advantage of listening and build your business over the short term and for the long haul. If you want your company to have a sustainable business advantage in an uncertain world, it is time to start—and act on—listening.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989535146213,"sku":"NP9780470935514","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470935514.jpg?v=1761784499","url":"https:\/\/k12savings.com\/products\/listen-first-isbn-9780470935514","provider":"K12savings","version":"1.0","type":"link"}