| Word of Mouth Marketing: How Smart Companies Get People Talking | 
 enlarge | Author: Andy Sernovitz
Creator: Guy Kawasaki
Publisher: Kaplan Business
Category: Book
List Price: $24.95
Buy New: $4.67
You Save: $20.28 (81%)
Buy New/Used/Collectible from $4.67
Avg. Customer Rating:   (112 reviews)
Sales Rank: 6009
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Number Of Items: 1
Pages: 216
Shipping Weight (lbs): 0.9
Dimensions (in): 9.1 x 6 x 0.9
ISBN: 1419593331
Dewey Decimal Number: 659.133
EAN: 9781419593338
ASIN: 1419593331
Publication Date: November 1, 2006
Release Date: November 1, 2006
Availability: Usually ships in 1-2 business days
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Product Description
Who Is Talking About You? Master the art of word of mouth marketing with this fun, practical, hands-on guide. With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world?s most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz?when to use them and how simple it is to make them work. Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner?and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion?and why some multi-million-dollar advertising campaigns fail to get noticed. Open your eyes to a new way of doing business?that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.
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| Customer Reviews: Read 107 more reviews...
 A must-read book for first-time entrepreneurs January 3, 2009
I have not read a lot of business books, just about 20. But I found this one to be a extremely useful guide to any type of business. I am going to start an own online community soon, and this book gave me the tools and the focus I just needed.
I would recommend it to any businessman, specially for first-time entrepreneurs, because most of the things that it says can be done without a large budget, and are extremely useful.
If you're a millenial like me... I think most of the advices could be figured out by yourself, but this book put it all together in a very easy guide. Just buy it now if you haven't read it!!
 The WOM on WOM Marketing January 1, 2009
2009 will be the year of word of mouth marketing. The Obama campaign offers an incredibly compelling case study for word of mouth and social media marketing, the tools and consumer behaviors are in place and marketing budgets will be tight for the foreseeable future. This is a great time for a primer on marketing in a convincing and cost effective way.
My favorite concept in Andy's book is that WOM is a thought process and tool set that you add to any marketing campaign, not a specific campaign by itself. The book is packed with easy and actionable ways to add WOM components to all of your marketing. Andy offers ways to cost effectively test different WOM methods to see what works. I have been able to implement simple and effective techniques like adding TAF links to our website and digital communications and preparing to test a WOM campaign component in specific metro markets.
The most critical part of using WOM is allocating the resources in your company to take part in the on-going conversation. Any program that leverages these techniques will need to plan for this.
I have also been fortunate enough to participate in a one day WOM seminar led by Andy. If you have the opportunity to learn from him in person, I recommend taking it - it's a great way to get the color behind the ideas in the book.
 Usefull information December 17, 2008
Very usefull information about word-of-mouth meaning and tactics. I'd like some more practical hints on implementing.
good November 9, 2008
It's an OK book...I am using it for my thesis.
So far, everything in the book is based on common sense...I mean, nothing really grab my attention as a new way that can make me think "aha!"
It's a good book tough...suitable enough for my thesis:)
Sernovitz clearly "gets it" November 9, 2008
I've read tons of marketing books. Seth Godin, Al Ries, and now Andy Sernovitz are the authors who really have shown that they have a solid grasp on marketing.
Where Sernovitz really excels is his understanding of the dynamics of online WOM. Anytime you try to make a short-term gain, whether it be through spam or controlling what your customers say about you, you will lose. It does more harm than good. Having strong ethics and being a good person/company is what wins in the online world.
This is one of the few books I would dub as a "must read" for any marketer, both online and off.
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