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Naked Conversations: How Blogs Are Changing The Way Businesses Talk With Customers
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ISBN
:
9788126510078
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Publisher
:
Wiley India Pvt Ltd
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Subject
:
Business & Management
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Binding
:
paperback
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Pages
:
268
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Year
:
2006
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349.0
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314.0
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Description
Naked Conversations explains the why and how of blogging to business people. It helps businesses strip away the layers of corpspeak (consisting of a mixture of bull, polish, and obfuscation) that prevent businesses and customers from really getting to know each other. It shows businesses how to use blogs to have a meaningful dialog with customers and partners without layers of polish and shine that customers know obscure real meaning. Using more than 50 interviews with people at all levels and in all sorts of businesses for case studies, it demystifies blogging, explaining why it is more efficient, credible and effective than traditional business communications tools. Naked Conversations explains the perfect storm conditions battering traditional marketing mixes of ads, PR, websites and collateral materials. Blogging did not cause the situation but represents enormous promise of fixing what’s broken, and in so doing, will bring companies and their constituencies closer together while improving the bottom line. Table of Contents Introduction: of Bloggers and Blacksmiths Part I: What’s Happening · Souls of the Borg · Everything NeverChanges · Word of Mouth on Steroids · Direct Access · Little Companies, Long Reach · Consultants Who Get It · Survival of the Publicists · Blogs and National Cultures · Thorns in the Roses Part II: Blogging Wrong & Right · Doing It Wrong · Doing It Right · How to Not Get Dooced · Blogging in a Crisis Part III The Big Picture · Emerging Technology · The Conversational Era Acknowledgments Name Index Subject Index
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