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The face-to-face book : why real relationships rule in a digital marketplace Preview this item
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The face-to-face book : why real relationships rule in a digital marketplace

Author: Edward B Keller; Brad Fay
Publisher: New York : Free Press, 2012.
Edition/Format:   Book : English : 1st Free Press hardcover edView all editions and formats
Database:WorldCat
Summary:
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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Details

Document Type: Book
All Authors / Contributors: Edward B Keller; Brad Fay
ISBN: 9781451640069 1451640064
OCLC Number: 741542732
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.

Abstract:

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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