Phillips / Cordell / Church The Passion Conversation

Understanding, Sparking, and Sustaining Word of Mouth Marketing
1. Auflage 2013
ISBN: 978-1-118-76794-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 224 Seiten, E-Book

No passion, no conversation. No conversation, no word ofmouth. 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 PassionConversation teaches you how to get people to fall passionatelyand madly in love with your organization or cause.
The author's mash-up of the latest in wonky academicresearch with practical, real-world stories shows how any businesscan spark and sustain word of mouth marketing. Readers learn howloving your customers results in not just building a thrivingcommunity, but also driving meaningful conversations, ultimatelyimpacting the financial success of a business.
The Passion Conversation will change your perspective onmarketing by:
* Explaining the three motivations for people to talk aboutbusinesses and causes
* Detailing how every marketing problem is a people problem indisguise
* Giving heartfelt evidence that marketing materials are nowconversation tools
* Showing how customer communities sustain word of mouth whilealso sparking financial impact
* Helping your business apply these marketing lessons through aseries of workbook exercises called "Passion Explorations"
The time is now for marketers and businesses to go beyond theproduct conversation to understanding, sparking and sustaining thepassion conversation for why your business is in business.

Autoren/Hrsg.

Phillips, Robbin

Cordell, Greg

Church, Geno

Moore, John

Inhaltsverzeichnis

Preface A Note from the Authors ix
Introduction 1
Chapter One Understanding Word of Mouth Marketing 17
Chapter Two Sparking Word of Mouth Marketing 37
Chapter Three Heroes: A Love Story 69
Chapter Four The Fitness Rebellion: A Love Story 97
Chapter Five The Driven Class: A Love Story 123
Chapter Six Wonderopolis: A Love Story 149
Chapter Seven Sustaining Word of Mouth Marketing 177
Bibliography 196
Acknowledgments 198
About the Authors 201
Index 205

Über Autor(innen)

ROBBIN PHILLIPS, GREG CORDELL, GENO CHURCH, and JOHN MOORE work together at the word of mouth marketing and identity company Brains on Fire. Along with others in the Brains on Fire tribe, they partner with some of the most fearless businesses and organizations on the planet to ignite movements through the contagious power of passionate people. Robbin is the courageous President of Brains on Fire and truly believes love is a circular transaction. Greg is the Chief Inspiration Officer, which means his job is to find inspiration where no one else is looking. Geno is the Word of Mouth Pathfinder, helping to find and nurture the passion conversation inside every business. John is the Chief of Wahoo, helping clients grow and fostering learners and leaders within the Brains on Fire tribe.