The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth

There's no doubt about it -- word-of-mouth marketing is the most powerful, persuasive marketing weapon available. It drives consumers to try a product or service more than any other marketing technique ... more than advertising, salespeople, direct response, and public relations combined! But if you're a professional marketer, how do you harness this influential force? Isn't word of mouth, by nature, out of one's control?

Far from it! In this authoritative, easy-to-read book, George Silverman (an expert in creating word-of-mouth "campaigns") lets you in on dozens of detailed techniques for how to launch your own highly successful "WOM" effort.

In today's media circus, where aggressive television ads, flashy Web sites, and glossy brochures compete ever more frantically for consumer attention, word-of-mouth marketing is more crucial than ever. Let The Secrets of Word-of-Mouth Marketing show you how to ignite a campaign, than watch it spread like wildfire!

Table of Contents

Acknowledgments
    Prologue: The Calf-Path    1
    Introduction    5
Ch. 1   Dominating Your Market by Shortening the Customer Decision Cycle    11
Ch. 2   The Power of Word of Mouth    21
Ch. 3 The Nine Levels of Word of Mouth    39
Ch. 4 Harnessing Word of Mouth    53
Ch. 5   Using Word of Mouth to Speed the Decision Process     65
Ch. 6    Delivering the Message    83
Ch. 7    Viral Marketing    105
Ch. 8    Researching Word of Mouth    117
Ch. 9    Constructing a Word-of-Mouth Campaign 131
Ch. 10   Word of Mouth, the "Tried and True" Way    145
Ch. 11    Campaign Methods That Work Best   161
Ch. 12   Practical Tips and Suggestions 183
Ch. 13   The Secrets of Word-of-Mouth Marketing    193
Ch. 14   An Allegory: The Emperor's New Marketing    209
Ch. 15    The Future    215
    Recommended Reading    219
App. A    What Drives People to Web Sites    223
App. B    The New Gatekeepers    227
App. C    How to Conduct Employee Research    233
App. D Tom Peters on Word of Mouth    237
App. E   Word of Mouth in Practice: Promoting Paddi Lund's Book     243
    Index    24

272 pages, paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

THE SECRETS OF WORD-OF-MOUTH MARKETING

SILVERMAN G.

The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth