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|All Authors / Contributors:||
Edward B Keller; Brad Fay
|Description:||xv, 287 p. : ill. ; 24 cm.|
|Contents:||The science of social --
Conversation starters : what makes a brand talkworthy? --
Influencers : the people at the center of the conversation --
Word of mouth meets Madison Avenue --
Rethinking media : planning for word of mouth --
All things in moderation : where social media fits --
Word of mouth as a channel --
Negative word of mouth : a cause for alarm or a customer's greatest gift? --
Imagining a new "social marketing."
|Responsibility:||Ed Keller and Brad Fay.|
Shares secrets to harnessing the power of word-of-mouth marketing, challenging popular misconceptions while explaining how to render a brand a subject of profitable conversation.
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