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Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition Hardcover – February 3, 2009
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''I highly recommend this book because it is so practical, tactical, and hysterical.'' --Guy Kawasaki, author of Rules for Revolutionaries
''It's brief. It's elementary. It's obvious. But the truth often is. Read this book to relearn what you always knew just in time for it to change your business life.'' --Bob Garfield, co-host of NPR's On The Media
''No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz.'' --Peter Fader, Professor, Wharton School of Business
''A quick, practical, and extremely useful guide to word of mouth marketing.'' --Emanuel Rosen, author of The Anatomy of Buzz
''This book is to Gladwell's The Tipping Point as engineering is to physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book.'' --David Godes, Associate Professor, Harvard Business School
''Great book on WOM. Nicely written.'' --Jack Trout, author of Positioning: The Battle for Your Mind and The 22 Immutable Laws of Marketing
''Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way.'' --Jackie Huba and Ben McConnell, authors of Creating Customer Evangelists
''Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here.'' --Geoff Ramsey, CEO, eMarketer
''It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend.'' --Brad Santeler, Kimberly-Clark
''A primer chock-full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers and make yourself more influential in your company.'' --Ed Keller and Jon Berry, authors of The Influentials
''It's easy to agree that word of mouth is important. But it's time to become students of how it works and why it is so valuable to our customers. Start or continue your journey by reading this book.'' --Bob Pearson, Dell
''Andy's approach is practical, affordable, and, best of all, ethical. Don't waste your money on mass marketing: Spend it on this book and start people talking.'' --Greg Stielstra, author of PyroMarketing
''The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The Five Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises.'' -- Don E. Schultz, Professor Emeritus-in-Service, Northwestern University
''There is no wasted word in this practical guide. Pure nuts-and-bolts how-to's for people who want to start implementing a word of mouth marketing program today. Other books cover the theory, but Andy gets to the actual action best.'' -- George Silverman, author of The Secrets of Word-of-Mouth Marketing
''Another must-read if you're at all interested in word of mouth marketing.'' --Mark Hughes, author of Buzzmarketing
''Andy Sernovitz's book will give all marketers a reason to talk. Sernovitz not only legitimizes word of mouth marketing, he provides THE road map to what drives it.'' ----MaryLee Sachs, Chairman, U.S., Hill & Knowlton
''As I read through Word of Mouth Marketing, I felt, more than anything else, relieved. Relieved that we finally have a marketing author who understands the simplicity (and complexity) of this business; who recognizes that honesty is the only workable policy for advertisers; and who see --You'll learn how to be that remarkable company people want to share with their friends.
''As I read through Word of Mouth Marketing, I felt, more than anything else, relieved. Relieved that we finally have a marketing author who understands the simplicity (and complexity) of this business; who recognizes that honesty is the only workable policy for advertisers; and who sees that in a flat, information-flooded world, nothing but the right product -- a product fashioned around your customers' needs -- will cut it. Sernovitz has managed to achieve a pretty rare twofer in providing a simple, tactical, how-to guide that anyone could use to improve their communications efforts, while simultaneously sketching out a whole new philosophy for marketers and advertisers everywhere. Oh, and the guy has fun anecdotes and a readable style too. Seriously, I know you're bored silly by all those marketing texts and I am too, but this one's worth your time.'' ----Jonah Bloom, Executive Editor, Advertising Age --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
You can have amazing word of mouth. This fun, practical, hands-on guide will teach you how.
What sparks the irrepressible enthusiasm of Apple, IKEA, Harley-Davidson, Southwest, Zappos, and Patagonia fans?
Why is everyone talking about a certain restaurant, car, band, or dry cleaner -- and why are other businesses and products ignored? Why do some products become huge successes without a penny of promotion -- and why do some multi-million-dollar advertising campaigns fail to get noticed?
In this book, word of mouth expert Andy Sernovitz will teach you exactly how you can create passionate, loyal fans that do your marketing for you, for free.
We're going to get specific: where to start, what to do, and how to make it successful. You'll learn how to use word of mouth to become more profitable, how to spend less on marketing, and how to make your customers happier.
You'll learn how to be that remarkable company people want to share with their friends. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
I am nobody you've ever heard of - just a woman starting her own business. Sernovitz made me realize that there is a whole new way of doing things, a whole world out there that I have had no connection to.
First, this book made me feel not so bad about my lack of experience, because plenty of people with experience are just not getting it! And second, Andy's book taught me that if my business was going to have an internet presence I'd darn well better get up to speed on how to become a part of the online community and be as smart as I can about making sure people know about my product, find my website, and buy! I'd better blog - I'd better get out there - I'd better make connections, and friendships, and be a part of the conversation!
"Word of Mouth Marketing" has an exciting message and is very accessible even for the novice. This book should be a part of anyone's Business 101 learning, and I highly recommend it.
The gist of this book centres around 5Ts - Talker, Topic, Tools, Taking Part, Tracking:
Talker - Find out who is talking about you and who you want talking about you.
Topic - Create something worth talking about - it could be product feature, sales promotion, connection with a charity cause or an exceptional shopping experience.
Tool - Make it VERY EASY for talker to talk about you and help spread the word. You can do this by reminding people to share to friends, including "Share to a friend" buttons in website, using email signature, giving out samples etc.
Taking Part - You have to take part in the conversation. If the word of mouth put you in a negative light - reverse it by listening, improving and telling people about the effort you put into that.
Tracking - Monitor word of mouth online and offline so that you know who is talking and what they are talking about you.
I think this is a good book - it has good examples and some useful tips (e.g. incorporating network effect to your product promotion so that people benefit from sharing). At the same time, I took 2 stars off because:
(1) One of pillars of the book is that you need to be a company worth talking about, which essentially means creating remarkable products and services (Purple Cow). This is always easier said than done and the book does not provide much guidance as to how this can be done.
(2) The book gets quite repetitive along the way. The author just uses different words to express the same ideas over and over again.
All in all, still a must-read for people interested in WOM marketing!
Google has become a de facto research resource for many customers, and you better make sure that you join in on this conversation. Andy talks about communication strategies, crafting the messages, and ways to keep in touch with your customers. Word of mouth is as much about customer service as it is about marketing. "Worth of Mouth Marketing" is a great ground-up overview of a highly relevant subject - a highly suggested read.