"In our hype-infested society, honest and positive word of mouth can multiply sales explosively. But for those who think it happens by chance (as most marketers do), this book will be an eye-opener.
The surprising truth is that word of mouth can be implemented as strategically as any other form of marketing--and at significantly lower cost! This is especially good news for any seller of products or services who must maximize every marketing dollar.
Central to this book is the innovative Decision Matrix, which helps readers identify who their potential buyers are and what messages those prospects need to hear from friends, coworkers, and trusted advisors. This matrix is followed by step-by-step guidance on how to construct an integrated ""no vested interest"" campaign that leverages all channels (including traditional media, the Internet, and PR), penetrates successive tiers of audiences, and builds sales exponentially.
Marketers will learn how to:
* Target the predominate adopter type (innovator, early, middle, late, laggard)
* Create the content--the actual words--needed to accelerate the process
* Identify the sources and delivery mechanisms that will be most persuasive
* Use the wide variety of methods that trigger runaway word of mouth."
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
George Silverman (Orangeburg, NY) is founder and president of Market Navigation, Inc., a marketing consulting firm, and an acknowledged expert on word-of-mouth marketing.
"1. The Copernican Revolution in Marketing
2. How to Dominate Your Market: Shorten the Customer Decision Cycle
3. We Must Understand Word of Mouth to Harness Its Power
4. Levels of Word of Mouth
5. Word of Mouth at Work in the Real World of Business
6. The Six-Step Process for Harnessing Word of Mouth
7. Use Word of Mouth to Speed the Decision Process
8. How Word of Mouth Works in Different Parts of the Adoption Cycle
9. The Decision Matrix
10. Whose Words Have the Most Weight, and How to Deliver the Message
11. Champions
12. Why Conventional Promotional Media Lose Effectiveness
13. Viral Marketing: How to Spread Ideas Like the Plague
14. What Do People Talk About?
15. How to Research Word of Mouth
16. What You Need in Order to Construct a Word-of-Mouth Campaign
17. Word of Mouth, the ""Tried and True"" Way
18. Irving Silverman's Rules of Marketing
19. Specific Steps to Creating a Word-of-Mouth Campaign
20. How to Launch a Word-of-Mouth Campaign with High-Ticket, Business-to-Business, and Professional Products
21. Which Word-of-Mouth Methods Work Best?
22. Applying What You Have Learned
23. How to Build Your Practice Through Word of Mouth
24. The Word-of-Mouth Toolkit
25. Word of Mouth on the Internet
26. 27+ Ways of Harnessing Word of Mouth
27. Practical Tips and Suggestions for Using Word-of-Mouth Media
28. How to Spur the Stampede
29. Internal Word of Mouth
30. How to Conduct Employee Research
31. What Tom Peters Says About Word of Mouth"
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
EUR 3,81
In U.S.A.
Descrizione libro Condizione: New. New. In shrink wrap. Looks like an interesting title! 0.85. Codice articolo Q-0814470726