THE SECRETS OF WORD-OF-MOUTH MARKETING: HOW TO TRIGGER EXPONENTIAL SALES THROUGH RUNAWAY WORD OF MOUTH (SECOND EDITION)
Book ID/图书代码： 00431010B40153
English Summary/英文概要： 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.
Chinese Summary/中文概要： 第一版《口碑效应的秘密》给读者提供了步步为营的制造口碑效应的指导。这次出版的第二版将原先的内容进行了修改和扩充，反映了市场经济发生了巨大的改变，需要用全新的态度和沟通方式来编织自己的客户网络。本书指导读者如何突破传统方法来激发更多的口碑效应，并且获得更多的收益。
书中提供了许多个案研究和实例，同样也加入了作者独创的决策矩阵来锁定潜在客户以及如何传播正确的信息。本书简化了选择和传递信息的过程及方法，利用巨大的影响力来评估口碑效应的结果。(兼职翻译-LN)
Awards/获奖情况：“非常精彩的高效指导书，非常廉价的营销。”——艾伦•维斯博士，《终极顾问》作者
“在这本实用全面的书中，希威尔曼告诉你什么才是最关键的部分。现在就买，不要等来不及了才买。”——赛思•高登，《释放新观点病毒》作者
About the Author/作者介绍： 乔治•希威尔曼是知名的口碑效应专家，从1971年起他开始为企业设计成功的商业策略。他是市场调查公司的创办者兼首席执行官，该公司转为客户利用口碑效应简化决策步骤。 GEORGE SILVERMAN, an acknowledged expert in word-of-mouth marketing, has been designing successful campaigns since 1971. He is founder and CEO of Market Navigation, Inc., a consulting firm specializing in simplifying customers’ decision steps through word of mouth.
Format:TRADE PAPERBACK
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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