Contents
CHAPTER 1Influencers: Who They Are and Why You Need Them
CHAPTER 2The Two-Ounce Culture: Why Smart Brands Sample
CHAPTER 3What Makes You Talkable? Finding Your Brand’s Story
CHAPTER 4Strategic Corporals: How and Why to Train Your Brand Ambassadors
CHAPTER 5A Matter of Patience: Measuring Word of Mouth Marketing
CHAPTER 6Big Data: The Stories Within the Numbers
CHAPTER 7Save Your Money: Word of Mouth Marketing and Small Businesses
CHAPTER 8Myths, Lies, and Misconceptions
CHAPTER 9Talking to Your Boss About Word of Mouth Marketing
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