SECRETS OF WORD-OF MOUTH MARKETING 2E(ISBN=9780814416686)

　　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 deter mining 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.

　　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.

Acknowledgments
Prlolgue:The Calf-Path
Introduction
CHAPTER 1 The Systematic Approach to Word of Mouth
CHAPTER 2 Dominating Your Market by Easifying the Customer Decision Cycle
CHAPTER 3 How to Use Word of Mouth to Easify the Decision Process
CHAPTER 4 The Decision Process
CHAPTER 5 Six Ms to Live By
CHAPTER 6 The 2nd M:The Mavens
CHAPTER 7 THE 3rd M:Motivation
CHAPTER 8 The 4th M:Means or Media
CHAPTER 9 THe 5th M:Measurement
CHAPTER 10 The 6th M:Multiplication
……