Putting Listening to Work The Essentials of Listening

摘要

This article is excerpted from the forthcoming publication, The ARF Listening Playbook, which is concerned with listening to conversations as part of brand strategy. The book answers four key questions marketers are asking: What is listening, how do brands use listening to achieve marketing objectives, what methods are used, and where is listening headed?rnEditor's Note: Stephen D. Rappaport's The ARF Listening Playbook, published by the Advertising Research Foundation in early 2010, is a hands-on, lively, readable and-most important-accessible resource for twenty-first-century marketing research. It reviews more than 35 listening case studies, explains solutions approaches, lays the groundwork for a listening-lead marketing science, and summarizes more than 70 solutions providers.