how to trigger exponential sales through runaway word of mouth Silverman, George creator text bibliography nyu New York American Management Association c2011 2011 2nd ed. monographic eng

print

xiv, 258 p. ; 23 cm. 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 specialized George Silverman Includes bibliographical references (p. 237-238) and index Word-of-mouth advertising Marketing 9780814416686 (alk. paper) 0814416683 (alk. paper) UMP 120606 20251125093150.0 vtls000061226