Marketing is all about having a big mouth.

Author: Emanuel Rosen
Publisher:
Publication Date: 2002-01-01
Features: This book demystifies word-of-mouth and reveals how companies get their customers to spread the word, filled with real-life case studies. It is a must-read for anyone who wants to understand the phenomenon of word-of-mouth.” – Patricia Seybold, Founder of the Patricia Seybold Group
What can turn something from obscure to mainstream, propelling a newly published book to the top of the bestseller charts? How do people decide what car to buy, what fashion to choose, or even which movie to watch? Although there is an overwhelming amount of advertising and traditional marketing activities every day, data shows that what significantly influences consumers is word-of-mouth – recommendations from friends and rumors in the market. 58% of young people rely on others to some extent when choosing a vehicle, 53% go to the movies based on friends' recommendations, and 65% of handheld computer buyers are influenced by others' emotions. For a new product or idea, word-of-mouth can either heat up the market or destroy it.
It is generally believed that word-of-mouth is difficult to control in the market, but that is not the case. Emanuel Rosen analyzes marketing case studies of products and services most affected by word-of-mouth, including high-tech equipment, books, various consumer goods, entertainment products, legal and other supportive services, etc. From these, he extracts specific methods for creating, maintaining, and managing effective word-of-mouth. Rosen summarizes interviews with over 150 managers, marketing experts, and researchers who have successfully created word-of-mouth, detailing how to attract influential users and “big mouths” for promotion, as well as market-tested techniques to stimulate sales between customers. This includes how companies can leverage key influencers and the internet to spread the word to new areas. This book analyzes the vague concept of word-of-mouth and transforms it into understandable strategies and actionable methods. Without a doubt,