The Secrets of Word of Mouth Marketing How to Trigger Exponential Sales Through Runaway Word of Mouth 2nd Edition by George Silverman ISBN 0814416683 9780814416686

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ISBN 10: 0814416683 
ISBN 13: 9780814416686
Author: George Silverman

The Secrets of Word of Mouth Marketing How to Trigger Exponential Sales Through Runaway Word of Mouth 2nd Table of contents:

Why This Book—and Word-of-Mouth Marketing Today—Is Different
Secrets
“Let’s Go Up a Level of Abstraction”
Stupid Questions
Customer = Prospect unless Customer ≠ Prospect
“Buy” = “Buy into” = “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Per
Product = Service = Idea = Methodology
Word-of-Mouth Marketing Is NOT Word-of-Mouth Advertising
CHAPTER 1 The Systematic Approach to Word of Mouth
The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Rev
The Dot-Com Super Bowl
The New Media
The New Challenges of Marketing
This Book Has a New Purpose—Our Goals Have Changed
A Trip into a New Way of Thinking
CHAPTER 2 Dominating Your Market by Easifying the Customer Decision Cycle
The Function of Word of Mouth
What Is Marketing?
Decision Speed
Your Decision Easification System
How to Do It
Cut Decision Time in Half
CHAPTER 3 How to Use Word of Mouth to Easify the Decision Process
Property 1. Word of Mouth’s Megapower
Property 2. The Speed of Word of Mouth
Property 3. Independent Credibility
Property 4. The Hidden Advantage of Word of Mouth: Experience Delivery
Property 5. Word of Mouth Is More Relevant and Complete
Property 6. Word of Mouth Feeds on Itself
Property 7. Word of Mouth Itself Becomes One of the Product’s Attributes
CHAPTER 4 The Decision Process
The Decision Process—Overview
The Adopter Types: How Word of Mouth Works for Different Types of Decision Makers
Decision Styles—Putting Together the Adopter Types With the Decision Stages
The Decision Matrix
CHAPTER 5 Six Ms to Live By
The Six Ms
Give Them Something to Talk About
So, the Form Is Stories. What’s the Content?
CHAPTER 6 The 2nd M: The Mavens
Delivering the Message
The Controversy: Influencers Versus Peers
Sources of Word of Mouth
Expert-to-Expert Word of Mouth
Expert-to-Peer and Peer-to-Peer Word of Mouth
The Catch-22 of Marketing
Delivery of Word of Mouth
The Care and Feeding of Champions
CHAPTER 7 The 3rd M: Motivation
Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth
The Secret Exception
Another Trap
CHAPTER 8 The 4th M: Means or Media
Additional Ideas
Search Engine Optimization
Getting Involved
CHAPTER 9 The 5th M: Measurement
The Problem
The Difference Between Measurement and Research
How to Research Word of Mouth
Other Research Designs
CHAPTER 10 The 6th M: Multiplication
What Is Trust?
Further Secrets of Trust
CHAPTER 11 (Almost) Everything I Learned About Marketing, I Learned in My Father’s Drugstore. Let
Key Secrets from My Father’s Example
More Secrets from My Father’s Example
CHAPTER 12 Constructing the Ultimate Word-of-Mouth Campaign
The First Word-of-Mouth Programs
How I First Harnessed Word of Mouth
Success Stories of Word-of-Mouth Sessions
Making Word of Mouth More Valuable
Situations That Benefit from Word-of-Mouth Programs, Events, and Sites
Products With Which You Should Avoid Word-of-Mouth Events
CHAPTER 13 Six Steps to Harnessing Word of Mouth
Constructing Your Word-of-Mouth Campaign
An Example of the Six-Step Process
The Process in Detail
Product Seeding
Very Expensive Products
Internal Word of Mouth
Word-of-Mouth Campaigns With High-Ticket, Professional Products
CHAPTER 14 Which Methods Work Best for What? A Word-of-Mouth Checklist
Sources and Delivery Mechanisms
Word-of-Mouth Checklist
CHAPTER 15 Word-of-Mouth Marketing for Specific Audiences and Circumstances
How to Develop a WOMworthy Differentiation in a Practice or Profession
Secrets of Word-of-Mouth Marketing for Specific, Special, or Narrower Circumstances
Additional Tips, Techniques, and Suggestions
CHAPTER 16 Tips, Techniques, and Suggestions That Will Make It Easier
Who Can Help You Construct Word-of-Mouth Campaigns?
Word-of-Mouth Fraud and Other Shady Practices
Epilogue: Let’s Talk

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