Secrets of word-of-mouth marketing : how to trigger exponential sales through runaway word of mouth / George Silverman
Material type:
TextPublication details: New York : American Management Association, c2011Edition: 2nd edDescription: xiv, 258 p. ; 23 cmISBN: - 9780814416686 (alk. paper)
- 0814416683 (alk. paper)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
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UMPLIB PEKAN | HF5827.95 .S55 2011 (Browse shelf(Opens below)) | 1 | Available | 0000066346 |
Includes bibliographical references (p. 237-238) and index
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