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Word of Mouth Marketing: How Smart Companies Get People Talking |  |
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Word of Mouth Marketing: How Smart Companies Get People Talking | |
Master the art of word of mouth marketing with this fun, practical, hands-on guide.
Foreword by Seth Godin and Afterword by Guy Kawaski.
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.
作者简介 Andy Sernovitz is the CEO of Word of Mouth Marketing Association, working side by side with the pioneers and innovators in the word of mouth marketing industry. He taught internet entrepreneurship at the Wharton School of Business and is a 15-year veteran of the interactive marketing business. He has worked with the biggest brands and hundreds of entrepreneurs and small businesses.
媒体推荐 书评
Review
“A quick, practical, and extremely useful guide to word of mouth marketing.”
— Emanuel Rosen, author of The Anatomy of Buzz
“As I read through Word of Mouth Marketing I felt, more than anything else, relieved. Relieved that we finally have a marketing author who understands the simplicity (and complexity) of this business. This one''s worth your time.”
— Jonah Bloom, Executive Editor, Advertising Age
“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, Host, NPR''s On The Media
“No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz.”
— Peter Fader, Professor, Wharton School of Business
“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
“The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. No hype. No smoke and mirrors. No overblown promises.”
— Don E. Schultz, Professor Emeritus-in-Service, Northwestern University
“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
“There is no wasted word in this practical guide. Pure nuts-and-bolts how-to’s for people who want to start implementing a word of mouth marketing program today. Other books cover the theory, but Andy gets to the actual action best.”
— George Silverman, author of The Secrets of Word-of-Mouth Marketing
“Andy Sernovitz''s book will give all marketers a reason to talk. Sernovitz not only legitimizes word of mouth marketing, he provides THE roadmap to what drives it.”
— MaryLee Sachs, Chairman, US, Hill & Knowlton, Inc.
“Forget the overinflated hype that characterizes many business books. Andy has written a ‘real world’ guide.”
— Paul M. Rand, Partner, Global Chief Development and Innovation Officer, Ketchum
“There is a wrong way and a right way to market in a networked world. Andy lays out simple steps to ethical and effective messaging.”
— Shawn Gold, Senior Vice President, MySpace
“Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It''s all here.”
— Geoff Ramsey, CEO, eMarketer
