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