Book description
"This superb book synthesizes the industry's best thinking on the
massive upside of listening. Listen First! is an invaluable resource for
marketing executives and will help organizations create real competitive advantage."
-Dave Hudson, CEO, NM Incite, a joint venture of McKinsey and
Nielsen
"Listening is a business imperative . . . especially in
a world of empowered consumers. Brands are getting built and nurtured
in a very different way. This book is a must read for anyone who wants
to succeed in this new world order."
-Stan Sthanunathan,
Vice President, Marketing Strategy & Insights, Coca-Cola
"One by one, the best marketing companies are putting 'listening
to consumers' on their strategic agenda. Following each announcement,
we hear . . . silence, as staff groups try to grapple with the new
directive. Listen First! is a timely, unhyped, and pragmatic field
guide for those exploring the world of listening."
-Ted
McConnell, EVP Digital, Advertising Research Foundation; former head
of Digital Marketing Innovation, Procter & Gamble
"How many of you have an effective listening strategy? To help
guide you in the listening maze, identify new business opportunities,
and select the right partners for the development and implementation
of an effective listening strategy, this book is a must and an
enjoyable read!"
-Prof. Yoram (Jerry) Wind, The Lauder
Professor, The Wharton School
"We started J&D's with a single idea - to make everything
taste like bacon. All we needed now were customers. So we decided to
go where the conversations were, and we've been listening ever since.
We use social media to connect with our customers, promote our
advancements in bacon-o-vation, and ask for their feedback on new
product development. If you're an entrepreneur or run a small
business, this book will give you lots of examples and terrific and
practical ideas for creatively listening to your customers and growing
it."
-Justin Esch, cofounder, J&D's Foods
STEPHEN D. RAPPAPORT is the lead author of The
Online Advertising Playbook: Proven Strategies and Tested Tactics from
the Advertising Research Foundation (Wiley). 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.
