TY - JOUR T1 - Putting Listening to Work JF - Journal of Advertising Research JO - J Advert Res SP - 30 LP - 41 DO - 10.2501/S0021849910091154 VL - 50 IS - 1 AU - Stephen D. Rappaport Y1 - 2010/03/01 UR - http://www.journalofadvertisingresearch.com/content/50/1/30.abstract N2 - 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? ER -