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|a Silverman, George,
|d 1942-
|0 http://id.loc.gov/authorities/names/n00103446
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| 245 |
1 |
0 |
|a Secrets of word-of-mouth marketing :
|b how to trigger exponential sales through runaway word of mouth /
|c George Silverman.
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| 250 |
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|a 2nd ed.
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| 264 |
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1 |
|a New York :
|b American Management Association,
|c c2011.
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| 300 |
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|a 1 online resource
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| 336 |
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|b txt
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|b cr
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| 504 |
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|a Includes bibliographical references (pages 237-238) and index.
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| 505 |
0 |
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|a Introduction: why this book "and word-of-mouth marketing today" is different -- The systematic approach to word of mouth -- Dominating your market by EZfying the customer decision cycle -- How to use word of mouth to EZfy the decision process -- The decision process -- Six M's to live by -- Researching word of mouth -- Creating the content -- The word-of-mouth toolkit -- Word of mouth measurement -- The secrets of trust -- A tried and true wom campaign -- Constructing the ultimate word-of-mouth campaign -- Six steps to harnessing word of mouth -- Which methods work best for what? : a word-of-mouth checklist -- Word-of-mouth marketing for specific audiences and circumstances -- Tips, techniques, and suggestions that will make it easier.
|
| 588 |
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|a Description based on print version record.
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| 520 |
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|a The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue. Featuring enlightening case studies and examples, as well as an updated version of the author's innovative Decision Matrix for identifying potential buyers and determining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.
|
| 546 |
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|a In English.
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| 650 |
|
0 |
|a Word-of-mouth advertising.
|0 http://id.loc.gov/authorities/subjects/sh94006574
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| 650 |
|
0 |
|a Marketing.
|0 http://id.loc.gov/authorities/subjects/sh85081333
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| 650 |
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2 |
|a Marketing
|0 https://id.nlm.nih.gov/mesh/D040541
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| 650 |
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|a Bouche-à-oreille (Publicité)
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|a Marketing.
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|a marketing.
|2 aat
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| 650 |
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|x Distribution.
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| 650 |
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|a Marketing.
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|
| 650 |
|
7 |
|a Word-of-mouth advertising.
|2 cct
|
| 650 |
|
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|a Marketing.
|2 fast
|0 (OCoLC)fst01010167
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| 650 |
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|a Word-of-mouth advertising.
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|0 (OCoLC)fst01180179
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| 655 |
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|a Electronic books.
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|i Print version:
|t Secrets of word-of-mouth marketing
|d New York : American Management Association, c2011.
|z 9780814416686 (alk. paper)
|w (DLC) 2010054139
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