TY  - BOOK
AU  - Silverman,George
TI  - Secrets of word-of-mouth marketing: how to trigger exponential sales through runaway word of mouth 
SN  - 9780814416686 (alk. paper)
PY  - 2011///
CY  - New York
PB  - American Management Association
KW  - Word-of-mouth advertising
KW  - Marketing
N1  - 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
ER  -