The secrets of word-of-mouth marketing : how to trigger exponential sales through runaway word of mouth / by George Silverman.

Format:

Book

Author/Creator:

Silverman, George, 1942-

Language:

English

Subjects (All):

Word-of-mouth advertising.

Marketing.

Physical Description:

1 online resource (272 p.)

Edition:

1st ed.

Place of Publication:

New York : AMACOM, 2001.

Language Note:

English

Summary:

How to harness the awesome power of ""word of mouth.""

Contents:

Preliminaries; Contents; Acknowledgments; Prologue The Calf Path; Introduction; CHAPTER 1 Dominating Your Market by Shortening the Customer Decision Cycle; CHAPTER 2 The Power of Word of Mouth; CHAPTER 3 The Nine Levels of Word of Mouth; CHAPTER 4 Harnessing Word of Mouth; CHAPTER 5 Using Word of Mouth to Speed the Decision Process; CHAPTER 6 Delivering the Message; CHAPTER 7 Viral Marketing; CHAPTER 8 Researching Word of Mouth; CHAPTER 9 Constructing a Word-of-Mouth Campaign; CHAPTER 10 Word of Mouth, the "Tried and True" Way; CHAPTER 11 Campaign Methods That Work Best

CHAPTER 12 Practical Tips and SuggestionsCHAPTER 13 The Secrets of Word-of-Mouth Marketing; CHAPTER 14 An Allegory: The Emperor's New Marketing; CHAPTER 15 The Future; Recommended Reading; APPENDIX A What Drives People to Web Sites; APPENDIX B The New Gatekeepers; APPENDIX C How to Conduct Employee Research; APPENDIX D Tom Peters on Word of Mouth; APPENDIX E Promoting Paddi Lund's Book; Index

Notes:

Includes index.

ISBN:

0-8144-2566-6

OCLC:

475962794