LEADER 02883nam 22005774a 450 001 9910814329403321 005 20240410145704.0 010 $a1-281-12852-X 010 $a9786611128524 010 $a0-8144-2990-4 035 $a(CKB)1000000000470137 035 $a(CtWfDGI)bkb00016092 035 $a(SSID)ssj0000110847 035 $a(PQKBManifestationID)11138635 035 $a(PQKBTitleCode)TC0000110847 035 $a(PQKBWorkID)10064990 035 $a(PQKB)11576660 035 $a(Au-PeEL)EBL3001826 035 $a(CaPaEBR)ebr10196164 035 $a(CaONFJC)MIL112852 035 $a(OCoLC)123298141 035 $a(MiAaPQ)EBC3001826 035 $a(EXLCZ)991000000000470137 100 $a20061030d2007 uy 0 101 0 $aeng 135 $aurzn|||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBeyond buzz$b[electronic resource] $ethe next generation of word-of-mouth marketing /$fLois Kelly 205 $a1st ed. 210 $aNew York $cAMACOM$dc2007 215 $ax, 228 p. $cill 300 $aTitle from title screen. 311 $a0-8144-7383-0 320 $aIncludes bibliographical references (p. 213-220) and index. 327 $aEnough 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. 330 $aThis 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. 606 $aCommunication in marketing 606 $aMarketing 615 0$aCommunication in marketing. 615 0$aMarketing. 676 $a658.8 700 $aKelly$b Lois$f1955-$01504862 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910814329403321 996 $aBeyond buzz$94003026 997 $aUNINA