Word of Mouth Marketing

How Smart Companies Get People Talking

Author: Andy Sernovitz

Publisher: Greenleaf Book Group Llc

ISBN: 9781608323661

Category: Business & Economics

Page: 215

View: 4355


Offers advice for using the power of word-of-mouth recommendations to gain the attention of customers by producing the type of product or becoming the type of organization that people want to spread the word about.

The Secrets of Word-of-Mouth Marketing

How to Trigger Exponential Sales Through Runaway Word of Mouth

Author: George Silverman

Publisher: AMACOM

ISBN: 0814416691

Category: Business & Economics

Page: 272

View: 8148


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 determining 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.

Advertising and Integrated Brand Promotion

Author: Thomas O'Guinn,Chris Allen,Richard J. Semenik

Publisher: Cengage Learning

ISBN: 1133419496

Category: Business & Economics

Page: 734

View: 7612


Show your students how good advertising is the result of hard work and careful planning with the exciting new ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E from leading authors O'Guinn/Allen/Semenik. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. More than 500 of today's most contemporary ads and exhibits help provide the innovative, integrated learning experience your students need for advertising results and business success. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of contemporary topics and the latest advertising trends. In-depth coverage of social media, new coverage of design thinking, an emphasis on globalization and more cutting-edge coverage exemplifies advertising's latest developments in today's digital society. Packed with practical applications and insights, the book presents concepts in the context of real advertising practice, as the book's contents follows the same process as an actual advertising agency. Prepare your students for the high energy excitement of advertising today with the powerful, leading content in ADVERTISING AND INTEGRATED BRAND PROMOTION, 6E, its accompanying videos, and author-driven learning and teaching support. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Marketing Moxie for Librarians: Fresh Ideas, Proven Techniques, and Innovative Approaches

Fresh Ideas, Proven Techniques, and Innovative Approaches

Author: Paula Watson-Lakamp

Publisher: ABC-CLIO

ISBN: 1610698940

Category: Language Arts & Disciplines

Page: 120

View: 2422


Fun and easy to read, this marketing and promotion guide offers you the "big picture" of how best to spend your limited funds and energy to create a successful marketing strategy—from traditional promotions such as advertising and posters to social media marketing. • Takes you through a step-by-step process of creating a marketing campaign that meets the needs of your patrons and your library • Covers conventional marketing strategies such as print and broadcast media along with new social media venues • Includes a guide to marketing plans and content calendars • Offers chapter-by-chapter" Moxie Tips and Tricks" to help you get started and succeed in marketing your library • Presents ways to bolster your creativity toolkit when the ideas just won't come

Customer Centricity

Focus on the Right Customers for Strategic Advantage

Author: Peter Fader

Publisher: Wharton School Press

ISBN: 1613630158

Category: Business & Economics

Page: 128

View: 5813


A powerful call to action, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value NOT ALL CUSTOMERS ARE CREATED EQUAL Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: In the world of customer centricity, there are good customers...and then there is pretty much everybody else. In Customer Centricity, Wharton professor Peter Fader, coauthor of the follow-up book The Customer Centricity Playbook, helps businesses radically rethink how they relate to customers. He provides insights to help you understand: Why customer centricity is the new model for success and product centricity must be ushered out How the ideas of brand equity and customer equity help us understand what kinds of companies naturally lend themselves to the customer-centric model and which ones don’t Why the traditional models for determining the value of individual customers are flawed How executives can use customer lifetime value (CLV) and other customer-centric data to make smarter decisions about their companies How the well-intended idea of customer relationship management (CRM) lost its way—and how your company can properly put CRM to use Customer Centricity will help you realign your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term. ALSO AVAILABLE: Once Fader convinces you of the value of customer centricity in this book, The Customer Centricity Playbook, with Sarah Toms, will show you where to get started. “Reveals how to increase profits from your best customers, find more like them, and avoid over-investing in the rest....Decidedly accessible and absolutely necessary.” —Jim Sterne, Founding President and Chairman, Digital Analytics Association “Perfect read...It’s short (60-90 minutes), clear, and the best summary I’ve read of why companies should rethink their approach to customers.” —Andrew McFarland, SVP, Chief Customer Officer, Black Box “Knowing what your customers are worth is the secret to focusing your time and money where it makes the most difference. You can’t be all things to all people, so you need to learn to find out who really matters to your success. Fader makes it clear with great ideas and a readable style.” —Andy Sernovitz, author, Word of Mouth Marketing THE WHARTON EXECUTIVE ESSENTIALS SERIES The Wharton Executive Essentials series from Wharton Digital Press brings the ideas of the Wharton School’s thought leaders to you wherever you are. Inspired by Wharton’s Executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. Wharton Executive Essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today’s competitive business environment and capture tomorrow’s opportunities.

Baton Basics

Communicating Music through Gestures

Author: Diane Wittry

Publisher: Oxford University Press

ISBN: 0190214430

Category: Music

Page: 288

View: 4479


Baton Basics offers a unique approach to teaching conducting based upon the concept of conveying weight, resistance, and energy in order to communicate a better concept of musical sound to the musicians. Featuring many detailed drawings and access to over 60 video examples on the companion website, Baton Basics guides conductors away from simply marking beat patterns, and towards a nuanced and phrased musicality that can be communicated to a group of musicians. Baton Basics is a key foundational text for the student and experienced conductor alike, and is a must read for anyone interested in improving and expanding their vocabulary of conducting gestures.

Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& Other Social Networks)

Author: Dave Kerpen

Publisher: McGraw Hill Professional

ISBN: 9780071769501

Category: Business & Economics

Page: 272

View: 9960


THE NEW YORK TIMES AND USA TODAY BESTSELLER! The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE. A friend's recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther and faster than ever before. Likeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word. Praise for Likeable Social Media: Dave Kerpen's insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media platforms are nothing short of brilliant. Jim McCann, founder of 1-800-FLOWERS.COM and Celebrations.com Alas, common sense is not so common. Dave takes you on a (sadly, much needed) guided tour of how to be human in a digital world. Seth Godin, author of Poke the Box Likeable Social Media cuts through the marketing jargon and technical detail to give you what you really need to make sense of this rapidly changing world of digital marketing and communications. Being human — being likeable — will get you far. Scott Monty, Global Digital Communications, Ford Motor Company Dave gives you what you need: Practical, specific how-to advice to get people talking about you. Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking

Transform: How Leading Companies are Winning with Disruptive Social Technology

Author: Christopher Morace,Sara Gaviser Leslie

Publisher: McGraw Hill Professional

ISBN: 0071823921

Category: Business & Economics

Page: 256

View: 8999


Transform . . . or Be Left Behind Create unprecedented business value with social technologies Chief Strategy Officer at Jive Software, Christopher Morace was one of the first people to arrive at the intersection of social technology and business strategy. He has overseen more than 800 deployments of social technology in major corporations. A true pioneer of what is arguably the most important development in business today, Morace knows better than anyone how social technology is changing the way businesses operate and how successful companies are leveraging it to their advantage. Now, in this groundbreaking guide, Morace reveals all his secrets. He walks you through best practices for developing a winning business strategy that places heavy focus on collaboration, open communication, and wide networks of connections--absolute necessities for success in business today. Morace outlines the strategic steps every leader must take in order to compete in today's constantly shifting business landscape: Learn about the newest social and related technologies (such as mobile, the cloud, and big data) and the capabilities they offer. Enact the behavioral changes within your company that will enable these capabilities to be incorporated into day-to-day operations. Determine your starting point, choose a platform, launch a social business solution, and measure your progress. Transform is packed with firsthand accounts of companies that have taken these very steps to drive positive change, increase profits, and experience measurable growth. Morace gives you an inside look at how Chubb Insurance, McAfee, EMC, T-Mobile, Bupa, SolarWinds, UBS, Alcatel-Lucent, Genentech, and others have applied his methods. He also offers valuable commentary from industry professionals such as Marc Andreessen and academics from Stanford’s Graduate School of Business and Dartmouth's Tuck School of Business. Technology is advancing at an exponential pace, and it's changing the way the world does business. You can keep doing things the way you've done them. Or you can Transform. The right choice is obvious--and simpler to implement than you might think. PRAISE FOR TRANSFORM "The tools and frameworks that Chris Morace describes in Transform are vital for companies looking to win in today’s competitive market." -- Aaron Levie, Cofounder and CEO, Box "This is a must-read book for any customer seeking to improve how work gets done, the customer experience, and the innovation cycle." -- R "Ray" Wang, Principal Analyst and CEO, Constellation Research, Inc. "My advice is simple: read this book if you want to empower your people and improve your organization." -- Andrew McAfee, Principal Research Scientist, MIT's Center for Digital Business, author of Enterprise 2.0, and coauthor of Race Against the Machine "There's a revolution happening in corporations around the world. To succeed in this revolution, knowledge has to be shared. You need a social platform, one like Morace describes, that knows what you want to know, presents ideas to you, and enables you to connect to the right people." -- Debby Hopkins, Chief Innovation Officer, Citi "Morace captures the process and effort that it takes to provide disruptive technologies flawlessly. Stop reading this endorsement and go buy the book already! Don't waste time. The next disruption may be your own--if you don't listen to what Morace is telling you." -- Paul Greenberg, author of the bestselling CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers, and President, The 56 Group, LLC

The Anatomy of Buzz Revisited

Real-life lessons in Word-of-Mouth Marketing

Author: Emanuel Rosen

Publisher: Crown Business

ISBN: 0385528337

Category: Business & Economics

Page: 320

View: 2976


A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works. Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to: * Generate genuine buzz both online and off. * Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities. * Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media. Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.

Summary: Word of Mouth Marketing

Review and Analysis of Sernovitz's Book

Author: BusinessNews Publishing

Publisher: Primento

ISBN: 2511022133

Category: Business & Economics

Page: 15

View: 2469


The must-read summary of Andy Sernovitz's book: "Word of Mouth Marketing: How Smart Companies Get People Talking". This complete summary of the ideas from Andy Sernovitz's book "Word of Mouth Marketing" shows how this type of marketing isn't really about the marketers, or even marketing itself. It's all about creating happy customers and making them your best advertisers. In his book, the author explains the characteristics that make word of mouth marketing great for your business and why you should focus on the happiness of your customers in order to drive sales. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Word of Mouth Marketing" and discover why your customers are the real driving force behind your marketing.