The secrets of word-of-mouth marketing : how to trigger exponential sales through runaway word of mouth

XIV, 258 S.

Ill., graph. Darst.

Includes bibliographical references and index

Introduction: why this book "and word-of-mouth marketing today" is different -- The systematic approach to word of mouth -- Dominating your market by easifying the customer decision cycle -- How to use word of mouth to easify the decision process -- The decision process -- Six M's to live by -- Researching word of mouth -- Creating the content -- The word-of-mouth toolkit -- Word of mouth measurement -- The secrets of trust -- A tried and true wom campaign -- Constructing the ultimate word-of-mouth campaign -- Six steps to harnessing word of mouth -- Which methods work best for what? : a word-of-mouth checklist -- Word-of-mouth marketing for specific audiences and circumstances -- Tips, techniques, and suggestions that will make it easier.

ECONIS - Online Catalogue of the ZBW