- Hardcover: 232 pages
- Publisher: Kaplan Press; Revised edition (February 3, 2009)
- Language: English
- ISBN-10: 1427798613
- ISBN-13: 978-1427798619
- Product Dimensions: 6 x 0.8 x 9 inches
- Shipping Weight: 1 pounds
- Average Customer Review: 193 customer reviews
- Amazon Best Sellers Rank: #880,635 in Books (See Top 100 in Books)
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Word of Mouth Marketing: How Smart Companies Get People Talking, Revised Edition Hardcover – February 3, 2009
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About the Author
Andy Sernovitz teaches word of mouth marketing to the biggest brands and thousands of entrepreneurs and small businesses. He is a popular keynote speaker and CEO of GasPedal and Socialmedia.org. He is also the President Emeritus of the Word of Mouth Marketing Association and teaches word of mouth marketing at Northwestern University. An 18-year veteran of the interactive marketing business, Andy has spent years helping companies learn how to do fantastic marketing. He taught entrepreneurship at The Wharton School, ran a business incubator, and started half a dozen companies.
Top customer reviews
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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.
Thanks for the author's reply (Read below). It shows that he is a responsible author and deeply cares about the W.O.M. about him and his books.
Hope that the author can verify and provides more back up on Amazon and his website that his "current revised, new book edition" provides not just "cosmetic" updates to justify readers' repurchase, since many book authors and publishers these days are shrewd in repackaging the same old content (making minor changes, although claim to be many) and re-design the book cover and re-market again... Sometimes, new edition is not necessarily better than the old, original edition.
I'm sorry you weren't satifsited (should spell-check before replying to readers!!) with the revised edition. It was clearly labeled as a revised edition - and not a new book. It has been more than 2 years since the last edition, and quite a few things were updated. I added new chapters on negative word of mouth and BtoB word of mouth, 5 new worksheets, 5 new case studies, and more than 200 updates to the text.
I wish Amazon would stop selling the old edition, so it would be clear that there is only one book - that it's an update, not a new title. But that's how the publishing industry works. Should I not have revised it and kept selling the outdated copy?
But the book's value keeps growing as Andy teaches how to identify and handle a **negative talker**, and how to create a **positive talker converted from negative talker**. Whenever you have a "problem client," Andy offers a simple choice: leave a problem to fester and risk losing $24,000, or create a potential for $48,000.
This book is a real treasure of practical advice to increase your sales by leveraging word of mouth marketing and modern Internet strategies.
Yuval Lirov, Medical Billing Networks and Processes - Profitable and Compliant Revenue Cycle Management in the Internet Age
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!