Putting Listening to Work
本文摘自《ARF倾听手册》，探讨品牌如何将倾听对话作为战略的一部分，回答营销者关于倾听的定义、应用、方法和未来方向的问题。
<h3>ABSTRACT</h3> This article is excerpted from the forthcoming publication, <i>The ARF Listening Playbook</i>, 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?