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Grapevine: The New Art of Word-of-Mouth Marketing, Balter

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Kompleksowe omówienie zasad marketingu szeptanego.


Spis treści

1 Introduction : welcome to the grapevine 1
   Bardo, your average unique consumer 11
2 Who talks about products and why? 15
   Andie, attack marketer 35
3 Word-of-mouth is not buzz 39
   Launch day 63
4 How word-of-mouth proliferates 67
   Who's your maven? 85
5 The myth of the influentials 91
   At the barbecue 107
6 Word-of-mouth storytelling 113
   A pimple on sparkly perfect 131
7 The weird value of negativity    137
   Bardo the loyalist 155
8 What's next for word-of-mouth? 161
   Final review 179
   Deep inside the hive : more reports from the BzzAgents 185