01461nam a2200217 a 4500001001400000003000700014005001700021008004100038020003100079020002800110040000800138100002200146245012500168250001200293260005600305300002600361500006300387505074900450650003001199650001401229vtls000061226KUKTEM20251125093150.0120606t2011    nyu    f b    001 0 eng d  a9780814416686 (alk. paper)  a0814416683 (alk. paper)  aUMP1 aSilverman, George10aSecrets of word-of-mouth marketing :bhow to trigger exponential sales through runaway word of mouth /cGeorge Silverman  a2nd ed.  aNew York :bAmerican Management Association,cc2011  axiv, 258 p. ;c23 cm.  aIncludes bibliographical references (p. 237-238) and index0 aIntroduction: 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 0aWord-of-mouth advertising 0aMarketing