The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

Table of contents

• The Secrets of Word-Of-Mouth Marketing i
• Title Page iii
• Contents v
• Acknowledgments ix
• The Secrets of Word-Of-Mouth Marketing xiii
• Prologue - The Calf-Path 1
• Introduction 5
• Chapter 1 - Dominating Your Market by Shortening the Customer Decision Cycle 11
• Chapter 2 - The Power of Word of Mouth 21
• Chapter 3 - The Nine Levels of Word of Mouth 39
• Chapter 4 - Harnessing Word of Mouth 53
• Chapter 5 - Using Word of Mouth to Speed the Decision Process 65
• Chapter 6 - Delivering the Message 83
• Chapter 7 - Viral Marketing 105
• Chapter 8 - Researching Word of Mouth 117
• Chapter 9 - Constructing a Word-Of-Mouth Campaign 131
• Chapter 10 - Word of Mouth, the [Tried and True] Way 145
• Chapter 11 - Campaign Methods That Work Best 161
• Chapter 12 - Practical Tips and Suggestions 183
• Chapter 13 - The Secrets of Word-Of-Mouth Marketing 193
• Chapter 14 - An Allegory: the Emperor's New Marketing 209
• Chapter 15 - The Future 215
• Recommended Reading 219
• Appendix A - What Drives People to Web Sites 223
• Appendix B - The New Gatekeepers 227
• Appendix C - How to Conduct Employee Research 233
• Appendix D - Tom Peters on Word of Mouth 237
• Appendix E - Word of Mouth in Practice: Promoting Paddi Lund's Book 243
• Index 247

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