PT  - JOURNAL ARTICLE
AU  - Stephen D. Rappaport
TI  - Putting Listening to Work
AID  - 10.2501/S0021849910091154
DP  - 2010 Mar 01
TA  - Journal of Advertising Research
PG  - 30--41
VI  - 50
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/50/1/30.short
4100  - http://www.journalofadvertisingresearch.com/content/50/1/30.full
SO  - J Advert Res2010 Mar 01; 50
AB  - 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?