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Author: Emerald Group Publishing Limited
Publisher: Emerald Group Publishing
ISBN: 1785608185
Category : Business & Economics
Languages : en
Pages : 201
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Book Description
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
Author: Emerald Group Publishing Limited
Publisher: Emerald Group Publishing
ISBN: 1785608185
Category : Business & Economics
Languages : en
Pages : 201
Get Book Here
Book Description
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
Author: Andy Sernovitz
Publisher: Greenleaf Book Group
ISBN: 9781608323661
Category : Interactive marketing
Languages : en
Pages : 0
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Book Description
"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.
Author: Elvira Ismagilova
Publisher: Springer
ISBN: 3319524593
Category : Computers
Languages : en
Pages : 148
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Book Description
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
Author: George Silverman
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814416683
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
Positive word of mouth accelerates sales like nothing else. But it doesn't just happen by chance.
Author: Selcen Ozturkcan
Publisher: Emerald Group Publishing
ISBN: 1787145581
Category : Business & Economics
Languages : en
Pages : 477
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Book Description
Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.
Author: Jeffrey F. Rayport
Publisher:
ISBN: 9780000946089
Category : Cable television advertising
Languages : en
Pages : 10
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Book Description
The core of business activity - the process of creating and extracting value - is increasingly shifting from the traditional realm of the physically defined or reality-based, marketplaces to another quite different realm. It is different because it is defined by information. We call it the "marketspace."
Author: Zubin Sethna
Publisher: Emerald Group Publishing
ISBN: 1781907862
Category : Business & Economics
Languages : en
Pages : 324
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Book Description
Entrepreneurial Marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Hans Ruediger Kaufmann
Publisher:
ISBN: 9781522585763
Category : Internet advertising
Languages : en
Pages :
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Book Description
"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--
Author: Jay Baer
Publisher: Penguin
ISBN: 0525537287
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says "let me tell you about this perfectly adequate experience I had last night." The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation.
