Beyond buzz [[electronic resource] ] : the next generation of word-of-mouth marketing / / Lois Kelly

• Record Nr.: UNINA9910777885303321
• Autore: Kelly Lois <1955->
• Pubbl/distr/stampa: New York, : AMACOM, c2007
• ISBN: 1-281-12852-X; 9786611128524; 0-8144-2990-4
• Descrizione fisica: x, 228 p. : ill
• Disciplina: 658.8
• Soggetti: Communication in marketing; Marketing
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Title from title screen.
• Nota di bibliografia: Includes bibliographical references (p. 213-220) and index.
• Nota di contenuto: Enough with the marketing blah blah blah- let's talk about something interesting -- Make meaning, not buzz -- Have a fresh point of view (or several) -- Listen up : seven ways to uncover talk-worthy ideas -- Nine themes that always get people talking -- Straight talk : talk like you talk, talk like you mean it, talk in these ten new ways -- Shift to a conversational marketing mind-set -- Building a "talk" culture -- Be more interesting- conversations, passion, and an honest point of view -- Appendix : Checklists, templates, additional resources.
• Sommario/riassunto: 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.