Highly recommended : harnessing the power of word of mouth and social media to build your brand and your business /

What do you trust more - an advertisement or a friend? Seize the power of today's most powerful marketing tool--WORD OF MOUTH According to Nielsen, 92 percent of consumers report that a word of mouth (WOM) recommendation is the top reason they buy a product or service. The founder of one of tod...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rand, Paul (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill Education, [2014]
Temas:
Branding (Marketing)
Marketing > Management.
Oral communication.
English language > Business English.
Stratégie de marque.
Marketing > Gestion.
Communication orale.
Anglais (Langue) > Anglais commercial.
branding.
English language > Business English
Marketing > Management
Oral communication
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Foreword / by Margo Georgiadis, President, Americas, Google
  • Introduction : living a recommendable life
  • Preface
  • Word of mouth recommendations : marketing's holy grail
  • Stew Leonard's and the 30 minute recommendation
  • Why Angie and her list are worth $650 million
  • Fixing what advertising has broken
  • A whole new model for a whole new world
  • The power of positive recommendations
  • Where, how and why we recommend
  • Some recommendations are more valuable than others : the influencer ecosystem and the Oprah effect
  • The roadmap to recommendations
  • Know : understanding where and how your brand and your competitors are talked about and recommended
  • Plan : developing a recommendable brand strategy, articulating your sharable story
  • Identify : discover those people whose recommendations influence your brand's purchase decisions
  • Activate : creating compelling content and experiences that engage the 90/10 rule
  • Protect : identifying and neutralizing "hear me's", "reputation terrorists" and "competitive destroyers"
  • Beyond marketing : operationalizing recommendations
  • Customer service that gets you recommended
  • Becoming the most recommended place to work (HR)
  • Creating products and offerings your customers tell you they will buy (Product Innovation/R & D)
  • Built by recommendations : tying it all together.

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