TY  - BOOK
AU  - Rand,Paul M.
TI  - Highly recommended
SN  - 9780071816212 (alk. paper)
AV  - HF5415.1255 .R363 2014
U1  - 658.872 23
PY  - 2014///
CY  - New York
PB  - McGraw-Hill Education
KW  - Branding (Marketing)
KW  - Marketing
KW  - Management
KW  - Oral communication
KW  - English language
KW  - Business English
N1  - 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
ER  -