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　　The first edition of The Secrets of Word-of-Mouth Marketing

provided readers with step-by-step guidance for constructing a

word-of-mouth marketing campaign that would penetrate successive

audience tiers and build sales exponentially. Extensively revised

to reflect the profound changes in the marketplace, from new

attitudes and communication methods, to new ways of relating to

increasingly wary Web 2.0 customers, the second edition of this

groundbreaking book shows readers how they can move beyond

traditional approaches to inspire the kind of word of mouth that

catches fire and generates revenue. Featuring enlightening case

studies and examples, as well as an updated version of the author's

innovative Decision Matrix for identifying potential buyers and

deter mining and crafting the right kind of message, The Secrets of

Word-of-Mouth Marketing simplifies the process of choosing the

delivery method, harnessing the power of influencers, and measuring

results. From how to navigate the latest digital media to what

Malcolm Gladwell got wrong, this is still the last word on word of

mouth.

Acknowledgments

Prlolgue:The Calf-Path

Introduction

CHAPTER 1 The Systematic Approach to Word of Mouth

CHAPTER 2 Dominating Your Market by Easifying the Customer Decision

Cycle

CHAPTER 3 How to Use Word of Mouth to Easify the Decision

Process

CHAPTER 4 The Decision Process

CHAPTER 5 Six Ms to Live By

CHAPTER 6 The 2nd M:The Mavens

CHAPTER 7 THE 3rd M:Motivation

CHAPTER 8 The 4th M:Means or Media

CHAPTER 9 THe 5th M:Measurement

CHAPTER 10 The 6th M:Multiplication

……

　　GEORGE SILVERMAN, an acknowledged

expert in word-of-mouth marketing, has been designing successful

campaigns since 1971. He is founder and CEO of Market Navigation,

Inc., a consulting firm specializing in simplifying customers’

decision steps through word of mouth.

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书籍介绍

The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue. Featuring enlightening case studies and examples, as well as an updated version of the author's innovative Decision Matrix for identifying potential buyers and deter mining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.