Browse
» Highly recommended: harnessing the power of word of mouth and social media to build your brand and your business

Highly recommended: harnessing the power of word of mouth and social media to build your brand and your business

Author

Rand, Paul

Publisher

McGraw-Hill Education

Publication Date

[2014]

Language

English

Book
Show Edition

Available from another library

Where is it?

See Full Copy Details

Place Hold

Description

Loading Description...

NoveList

Published Reviews

From the Book

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.

Excerpt

Loading Excerpt...

Author Notes

Loading Author Notes...

Subjects

Academic theses
Anglais (Langue)
Anglais (Langue) -- Anglais commercial
Anglais commercial
branding
Branding (Marketing)
Business English
Communication orale
dissertations
English language
English language -- Business English
Gestion
Management
Marketing
Marketing -- Gestion
Marketing -- Management
Oral communication
Stratégie de marque
Thèses et écrits académiques

More Details

ISBN

9780071816212
9780071816229
9781299907492

Staff View

Loading Staff View.

Navigation