LEADER 05503nam 2200697 a 450 001 9910452980803321 005 20200520144314.0 010 $a1-118-76794-2 035 $a(CKB)2550000001111845 035 $a(EBL)1471734 035 $a(OCoLC)861081082 035 $a(SSID)ssj0000981233 035 $a(PQKBManifestationID)11572347 035 $a(PQKBTitleCode)TC0000981233 035 $a(PQKBWorkID)10972810 035 $a(PQKB)11613341 035 $a(MiAaPQ)EBC1471734 035 $a(DLC) 2013021019 035 $a(CaSebORM)9781118533338 035 $a(Au-PeEL)EBL1471734 035 $a(CaPaEBR)ebr10747442 035 $a(CaONFJC)MIL511737 035 $a(OCoLC)844775002 035 $a(EXLCZ)992550000001111845 100 $a20130517d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe passion conversation$b[electronic resource] $eunderstanding, sparking, and sustaining word of mouth marketing /$fRobbin Phillips ... [et al.] 205 $a1st edition 210 $aHoboken, N.J. $cJohn Wiley & Sons, Inc.$d2013 215 $a1 online resource (226 p.) 300 $aIncludes index. 311 $a1-118-53333-X 311 $a1-299-80486-1 320 $aIncludes bibliographical references and index. 327 $aThe Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing; Copyright; Content; Preface: A Note from the Authors; Introduction: The Passion Conversation is a Love Story; Chapter 1: Understanding Word of Mouth Marketing; Every Marketing Problem is a People Problem; Ditch Your Title; Forget Marketing Problems; Every Marketing Solution Must Focus on People; If You Don't Love People, Get Out of Marketing-Period; Let's Revisit the Future of Word of Mouth Marketing; It's About the Passion Conversation; Marketers Do Not Decide What Gets Talked About-People Do 327 $aConversation Leads to ConsiderationPeople Believe People They Know and Trust; Sometimes You Want to Be Invisible and Indescribable; Provide More; Promote Less; Meet Ursa Major; Kitchen Table Passion; Chapter 2: Sparking Word of Mouth Marketing; Let's Un-Geek a Little Smart Research Together; The Word of Mouth Opportunity; What Motivations Spark Conversations?; There are Three Motivations That Spark Conversations About Brands and Organizations; Share Information | Factual & Functional; Here's How Passion Fits In; Signal Uniqueness | Distinctive & Interesting; Here's How Passion Fits In 327 $aShow Emotions | Love & Hate and Shock & Awe"Like" is Not a Brains on Fire Word; Here's How Passion Fits In; Keep Emotion Top of Mind; Create Meaningful Conversation Tools; Stories are Easier to Remember and Share; Another Way to Create Emotion and Spark Word of Mouth? Disrupt Someone's Schema; Passion Tips Conversation to Advocacy; Now, Here's Where All This Academic Learning Gets Really Interesting; Offline Motivation; Online Motivation; This Leads Us to Ask the Question: Can the Conversation Channel Itself-Whether Online or Offline-Shape What People Talk About? 327 $aAnother Important Point About Online Conversations: They are Intermittent and SporadicOffline Conversations, However, are Flowing and Continuous; When Does Conversation Become Advocacy?; People Talk About Things They are Passionate About; How to Make the Most of the Love Stories You are About to Hear; Be Open to Finding Your Cause; Chapter 3: Heroes: A Love Story; Addiction is an Equal-Opportunity Employer; Today's World is a Connected World; The Heroes in Recovery Community Begins Internally; The Journey Box; Lead the Way; Anonymity is Not Secrecy; There's Power in Just Being There 327 $aConnections are a Powerful ForceHow Do You Measure Success?; Uncovering the Passions Within Your Team; Ask the Following Questions to Help Spark a Meaningful Discussion; Dear ________, You are My Hero; Ask the Following Questions to Help Spark a Meaningful Discussion; What's Our Cause?; Ask the Following Questions to Help Spark a Meaningful Discussion; Chapter 4: The Fitness Rebellion: A Love Story; It Was Time to Change the Fitness Conversation; It's About People, Stupid; Togetherness is The Key; Meet Anya's Little Whiteboard; Working With People is Messy; Mirror, Mirror on the Wall 327 $aAsk the Following Questions to Help Spark a Meaningful Discussion 330 $a No passion, no conversation. No conversation, no word of mouth. No word of mouth, no successful business. If you think you are in the marketing business, think again. You're in the people business, and The Passion Conversation teaches you how to get people to fall passionately and madly in love with your organization or cause. The author's mash-up of the latest in wonky academic research with practical, real-world stories shows how any business can spark and sustain word of mouth marketing. Readers learn how loving your customers results in not just building a thri 606 $aWord-of-mouth advertising 606 $aBusiness referrals 606 $aMarketing 608 $aElectronic books. 615 0$aWord-of-mouth advertising. 615 0$aBusiness referrals. 615 0$aMarketing. 676 $a658.8/72 701 $aPhillips$b Robbin$0900834 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910452980803321 996 $aThe passion conversation$92013257 997 $aUNINA