Who Is Talking About You? Master the art of word of mouth marketing with this fun, practical, hands-on guide. With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz—when to use them and how simple it is to make them work. Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner—and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion—and why some multi-million-dollar advertising campaigns fail to get noticed. Open your eyes to a new way of doing business—that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.
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"A quick, practical, and extremely useful guide to word of mouth marketing." - Emanuel Rosen, author of The Anatomy of Buzz
"This book is to Gladwell's The Tipping Point as Engineering is to Physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book." - David Godes, Associate Professor, Harvard Business School
"Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way." - Jackie Huba and Ben McConnell, authors of Creating Customer Evangelists
"It's brief. It's elementary. It's obvious. But the Truth often is. Read this book to relearn what you always knew just in time for it to change your business life." - Bob Garfield, Co-Host of NPR's On The Media
"A primer chock full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers, and make yourself more influential in your company." - Ed Keller and Jon Berry, The Keller Fay Group, authors of The Influentials
"It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend." - Brad Santeler, Director, Kimberly-Clark
"No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz." - Peter Fader, Professor, Wharton School of Business
"Andy's approach is practical, affordable and, best of all, ethical. Don't waste your money on mass marketing: Spend it on this book and start people talking." - Greg Stielstra, author of PyroMarketing
"Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here." - Geoff Ramsey, CEO, eMarketer
"The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The 5Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises." - Don E. Schultz, Professor Emeritus-in-Service, Northwestern UniversityAbout the Author:
Andy Sernovitz teaches word of mouth marketing to the biggest brands and thousands of entrepreneurs and small businesses. He is a popular keynote speaker and CEO of GasPedal and SocialMedia.org. He is also the President Emeritus of the Word of Mouth Marketing Association and teaches word of mouth marketing at Northwestern University. An 18-year veteran of the interactive marketing business, Andy has spent years helping companies learn how to do fantastic marketing. He taught entrepreneurship at The Wharton School, ran a business incubator, and started half a dozen companies.
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Buchbeschreibung Kaplan Publishing, 01.11.2006., 2006. Buchzustand: Sehr gut. 216 Seiten kleine Lagerspuren am Buch, Inhalt einwandfrei und ungelesen 220234 Sprache: Englisch Gewicht in Gramm: 445 23,1 x 15,2 x 2,3 cm, Gebundene Ausgabe. Artikel-Nr. 128779