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SECRETS OF WORD-OF MOUTH MARKETING 2E(ISBN=9780814416686)书籍详细信息
- ISBN：9780814416686
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2011-12
- 页数：272
- 价格：107.00
- 纸张：胶版纸
- 装帧：平装
- 开本：32开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
The first edition of The Secrets of Word-of-Mouth Marketing
provided readers with step-by-step guidance for constructing a
word-of-mouth marketing campaign that would penetrate successive
audience tiers and build sales exponentially. Extensively revised
to reflect the profound changes in the marketplace, from new
attitudes and communication methods, to new ways of relating to
increasingly wary Web 2.0 customers, the second edition of this
groundbreaking book shows readers how they can move beyond
traditional approaches to inspire the kind of word of mouth that
catches fire and generates revenue. Featuring enlightening case
studies and examples, as well as an updated version of the author's
innovative Decision Matrix for identifying potential buyers and
deter mining and crafting the right kind of message, The Secrets of
Word-of-Mouth Marketing simplifies the process of choosing the
delivery method, harnessing the power of influencers, and measuring
results. From how to navigate the latest digital media to what
Malcolm Gladwell got wrong, this is still the last word on word of
mouth.
书籍目录：
Acknowledgments
Prlolgue:The Calf-Path
Introduction
CHAPTER 1 The Systematic Approach to Word of Mouth
CHAPTER 2 Dominating Your Market by Easifying the Customer Decision
Cycle
CHAPTER 3 How to Use Word of Mouth to Easify the Decision
Process
CHAPTER 4 The Decision Process
CHAPTER 5 Six Ms to Live By
CHAPTER 6 The 2nd M:The Mavens
CHAPTER 7 THE 3rd M:Motivation
CHAPTER 8 The 4th M:Means or Media
CHAPTER 9 THe 5th M:Measurement
CHAPTER 10 The 6th M:Multiplication
……
作者介绍：
GEORGE SILVERMAN, an acknowledged
expert in word-of-mouth marketing, has been designing successful
campaigns since 1971. He is founder and CEO of Market Navigation,
Inc., a consulting firm specializing in simplifying customers’
decision steps through word of mouth.
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书籍介绍
The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue. Featuring enlightening case studies and examples, as well as an updated version of the author's innovative Decision Matrix for identifying potential buyers and deter mining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.
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