Publisher's Synopsis
Two audio tapes. This audiobook covers all aspects of positive and negative word of mouth advertising and differentiates the fake and phony from the real and effective. The book is divided into three principal sections. The first section deals with understanding what word of mouth is and how it really works and when this form of marketing is actually appropriate and when it is not. The second section is a compendium of newly created as well as carefully refined practical word of mouth programmes that have already worked in the marketplace and are designed for instant use in various sectors of the economy. The third section reviews all the major techniques that can be used to make word of mouth advertising programmes meaningful and effective in any circumstance.
