Contagious: How to Build Word of Mouth in the Digital Age

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Simon and Schuster, 14 mar. 2013 - 256 páginas
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Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.
 

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Reseña de usuario  - MartinBodek - LibraryThing

I'm always after books that pry open my cranium with a crowbar and mess around with everything that's in there, unlearning what I've learned, and learning something I've never learned. It seems like a ... Leer reseña completa

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Reseña de usuario  - ChristineEllei - LibraryThing

In this day and age so many people believe that advertising and/or social media drive trends. New words have even been coined to describe the phenomenon … trending or viral. But are those two things ... Leer reseña completa

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Páginas seleccionadas

Índice

Why Things Catch
Social Currency
Triggers
Emotion
Public
Practical Value
Stories
Epilogue
Acknowledgments
Index
Página de créditos

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Sobre el autor (2013)

Jonah Berger is an associate professor of marketing at the Wharton School at the University of Pennsylvania. His research has been published in top-tier academic journals, and popular accounts of his work have appeared in The New York TimesThe Wall Street JournalScienceHarvard Business Review, and more. His research has also been featured in the New York Times Magazine’s “Year in Ideas.” Berger has been recognized with a number of awards for both scholarship and teaching. The author of Contagious and Invisible Influence, he lives in Philadelphia, Pennsylvania.

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