The Secrets of Word-of-mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth
Author:   George Silverman
Publisher:   Amacom
ISBN:  

9780814470725


Pages:   272
Publication Date:   08 May 2001
Replaced By:   9780814416686
Format:   Paperback
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Our Price $47.39 Quantity:  
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The Secrets of Word-of-mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth


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Overview

" ""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."""

Full Product Details

Author:   George Silverman
Publisher:   Amacom
Imprint:   Amacom
Dimensions:   Width: 15.30cm , Height: 2.00cm , Length: 22.80cm
Weight:   0.407kg
ISBN:  

9780814470725


ISBN 10:   0814470726
Pages:   272
Publication Date:   08 May 2001
Audience:   General/trade ,  General
Replaced By:   9780814416686
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print   Availability explained
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

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

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Author Information

<html> 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.

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