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Informationen zum Autor 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. Klappentext 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. Zusammenfassung In the widely well-received first edition of The Secrets of Word-of-Mouth Marketing, author George Silverman provided readers step-by-step guidance with his innovative Decision Matrix for constructing a word-of-mouth marketing campaign that exponentially increases revenue. Now, 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 and social media users--the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to identify potential buyers and compose the kind of message that inspires customers to spread the word about products and services. Featuring enlightening case studies and examples, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing your delivery method, harnessing the power of influencers, and measuring results. Whether you’re wondering how to navigate the latest digital media or interested in learning what Malcolm Gladwell got wrong, this helpful tool is still the ultimate word on word of mouth. Inhaltsverzeichnis 95009222 ...
