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The secrets of world-of-mouth marketing
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Librairie Eyrolles - Paris 5e
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The secrets of world-of-mouth marketing

The secrets of world-of-mouth marketing

George Silverman

258 pages, parution le 01/04/2001

Résumé

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 ones 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. The book includes:

Thirty ways of capturing WOM, including: experts, seminars, workshops, the Internet, videotapes, testimonials, hotlines, internal WOM, viral marketing, and many, many more. The unique and all-important Decision Matrix'. The five secrets of "decision acceleration.' The seven-step process and step-by-step guide for creating a WOM campaign. é) How WOM works differently in different stages of the product-adoption cycle. CO) Short stories about how several high-profile companies jump-started their success through WOM, featuring Harley-Davidson, Netscape Navigator, Apple Computer, and others.

The six things you should do to, benefit from WOM on the Internet. 00 The unique characteristics of WOM- and when and why conventional marketing methods will fail. The five product types for which you should NOT use WOM.

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, then watch it spread like wildfire!

Contents

  • Acknowledgments
  • Prologue : The Calf-Path
  • Introduction
  • Chapter 1 -Dominating Your Market by Shortening the Customer Decision Cycle
  • Chapter 2- The Power Of Word of Word Month
  • Chapter 3-The Nine Levels of Word of Month
  • Chapter 4-Harnessing Word of Month
  • Chapter 5-Using Word of Month to Speed the Decision Process
  • Chapter 6-Delivering the Message
  • Chapter 7- Viral Marketing
  • Chapter 8-Researching Word of Month
  • Chapter 9-Constructing a Word-of-Month Campaign
  • Chapter 10- Word of Month, the "Tried and True" Way
  • Chapter 11 Campaign Methods That Work Best
  • Chapter 12 Pratical Tips and Suggestions
  • Chapter 13 The Secrets of Word-of- Month Marketing
  • Chapter 14 An Allegory : The Emporor's New Marketing
  • Chapter 15 -The Future
  • Recommended Reading
  • Appendix
  • Index

Caractéristiques techniques

  PAPIER
Éditeur(s) Amacom
Auteur(s) George Silverman
Parution 01/04/2001
Nb. de pages 258
Format 15,1 x 23
Couverture Broché
Poids 128g
Intérieur Noir et Blanc
EAN13 9780814470725

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