Beyond Buzz: The Next Generation of Word-of-mouth Marketing
This is the first book on buzz or word-of-mouth marketing to focus on the message - not just the mechanics - involved in a successful campaign. Both innovative and practical, it is filled with insightful examples of conversational marketing at work in real campaigns. Kelly's articles have been published in "USA Today," "BrandWeek," "The Wall St. Journal," "Advertising Age," and "Adweek," She speaks frequently on marketing and communications to professional organizations like the American Marketing Association and The Conference Board. Kelly's extensive experience has involved working with both larger, more established organizations as well as smaller startups - and the techniques she includes here can work for any organization.
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advertising alpha fraidy cats analysts asked avalanche believe blogs brand buzz campaign Chapter Clearness Committees company's connect context contrarian conversational marketing create creative customer communities David deprogram Digital Storytelling discussion e-mail elevator speeches emotion employees engage explained feel fraidy cats Goliath Harvard Business ideas industry insights interesting to talk Interview involved issues Jack Welch Jacques Nasser keting listening tour market conversation McDonald's meaning meaningful metaphors organization passion patterns person perspectives podcasts point of view provoke public relations questions relevant role sales reps Sarah Jessica Parker Schwab share sound bites speech Stay Hungry Steve stories strategy style Sun Microsystems tell there's thing tions tomers topic trends trust trying value proposition versations what's Women & Infants word-of-mouth marketing words World Cafe writing Yvon Chouinard