CONTENTS
Why This Book—and Word-of-Mouth Marketing Today—Is Different • Secrets • “Let’s Go Up a Level of Abstraction” • Stupid Questions • Customer = Prospect unless Customer ≠ Prospect • “Buy” = “Buy into” = “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Persuade” • Product = Service = Idea = Methodology • Word-of-Mouth Marketing Is NOT Word-of-Mouth Advertising
CHAPTER 1 The Systematic Approach to Word of Mouth
The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Revolutions • The Dot-Com Super Bowl • The New Media • The New Challenges of Marketing • This Book Has a New Purpose—Our Goals Have Changed • A Trip into a New Way of Thinking
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