Secrets of word-of-mouth marketing : how to trigger exponential sales through runaway word of mouth

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Title:

Secrets of word-of-mouth marketing : how to trigger exponential sales through runaway word of mouth

Author:

Silverman, George, 1942-

ISBN:

9780814416686

Personal Author:

Silverman, George, 1942-

Edition:

2nd ed.

Publication Information:

New York : American Management Association, c2011.

Physical Description:

xiv, 258 p. ; 23 cm.

Contents:

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.

Subject Term:

Word-of-mouth advertising.

Marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025515400	658.8 S587S 2011	1	Searching... Unknown

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Summary

In the widely well-received first edition of The Secrets of Word-of-Mouth Marketing, author George Silverman provided readers step-by-step guidance with his innovative Decision Matrix for constructing a word-of-mouth marketing campaign that exponentially increases revenue. Now, 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 and social media users--the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to identify potential buyers and compose the kind of message that inspires customers to spread the word about products and services. Featuring enlightening case studies and examples, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing your delivery method, harnessing the power of influencers, and measuring results. Whether you're wondering how to navigate the latest digital media or interested in learning what Malcolm Gladwell got wrong, this helpful tool is still the ultimate word on word of mouth.