Beyond buzz : the next generation of word-of-mouth marketing / Lois Kelly.

Format:

Book

Author/Creator:

Kelly, Lois, 1955-

Language:

English

Subjects (All):

Communication in marketing.

Marketing.

Physical Description:

x, 228 p. : ill.

Edition:

1st ed.

Place of Publication:

New York : AMACOM, c2007.

Language Note:

English

Summary:

This is the first book on buzz or word-of-mouth marketing to focus on the message - not just the mechanics - involved in a successful campaign. Both innovative and practical, it is filled with insightful examples of conversational marketing at work in real campaigns. Kelly's articles have been published in "USA Today", "BrandWeek", "The Wall St. Journal", "Advertising Age", and "Adweek", She speaks frequently on marketing and communications to professional organizations like the American Marketing Association and The Conference Board. Kelly's extensive experience has involved working with both larger, more established organizations as well as smaller startups - and the techniques she includes here can work for any organization.

Contents:

Enough with the marketing blah blah blah- let's talk about something interesting

Make meaning, not buzz

Have a fresh point of view (or several)

Listen up : seven ways to uncover talk-worthy ideas

Nine themes that always get people talking

Straight talk : talk like you talk, talk like you mean it, talk in these ten new ways

Shift to a conversational marketing mind-set

Building a "talk" culture

Be more interesting- conversations, passion, and an honest point of view

Appendix : Checklists, templates, additional resources.

Notes:

Title from title screen.

Digitized and made available by: Books24x7.com.

Includes bibliographical references (p. 213-220) and index.

ISBN:

9786611128524

9781281128522

128112852X

9780814429907

0814429904

OCLC:

123298141