Highly recommended : Paul M. Rand.
Material type: TextPublisher: New York : McGraw-Hill Education, 2014Description: xxi, 229 p. : ill. ; 24 cmContent type:- text
- unmediated
- volume
- 9780071816212 (alk. paper)
- 0071816216 (alk. paper)
- harnessing the power of word of mouth and social media to build your brand and your business /
- 658.872 23 RAN
- HF5415.1255 .R363 2014
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658.85 WEI Selling : building partnerships / | 658.85 WEI Selling : building partnerships / | 658.872 RAN Highly recommended : | 658.872 RAN Highly recommended : | 659.1 ARE Contemporary advertising / | 659.1 ARE Contemporary advertising / | 659.1 ARE Contemporary advertising / |
Includes bibliographical references (pages 215-218) and index.
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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