Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

by Lois KELLY

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Overview

Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards

Finalist, 2008 Berry-American Marketing Association Book Prize


It's official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation.

Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.

Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest...and generate much more than buzz.

Product Details

ISBN-13: 9780814416754
Publisher: AMACOM
Publication date: 03/26/2007
Pages: 240
Product dimensions: 5.90(w) x 8.90(h) x 0.60(d)
Age Range: 18 Years

About the Author

Lois Kelly (Cumberland, RI) is the founder of Foghound, a strategic communications consulting firm specializing in branding, whose clients have included Sun Microsystems, FedEx, and others. Previously, she was Senior Vice President of The Weber Group, one of the largest PR firms in the world. Her articles have appeared in USA Today, The Wall Street Journal, Brand Week, Advertising Age, and others.

What People are Saying About This

Mike Janover

"To become relevant, you need to engage your customers. Beyond Buzz is a practical guide on how to develop conversational marketing techniques in today's consumer-driven world. A must read for today's brand builders."--(Mike Janover, Vice-President of Marketing, CNET)

Walter J. Carl

"The Cluetrain Manifesto was a call for corporations to wake up to the global conversations about them, and potentially with them. In Beyond Buzz, Lois Kelly gives corporations the practical tools to answer that call."--(Walter J. Carl, Ph.D., Assistant Professor, Department of Communication Studies, Northeastern University)

Laura Stanton

"Lois Kelly shows us how to have meaningful conversations with our customers in a practical no-nonsense way. The dialogue about our brands is now in the consumer's hands. If we are going to influence that dialog as marketers, we have to change the way we think about our messages. I found this book insightful and practical."--(Laura Stanton, Director of Marketing, Dunkin' Brands Inc.)

Peg Culotta Kates

"Beyond Buzz is filled with no nonsense, straightforward, and - heaven help us! - hype-free advice for marketing professionals on how to tell a story well. Kudos to Ms. Kelly for reminding me of why I got into this field in the first place - to connect those who want to tell a story to those with whom they want to share the story . . . and to help them tell it in a meaningful, respectful, relevant, and passionate way."--(Peg Culotta Kates, Director, SAP Global Public Services)

Kevin J. Clancy

"This is an amazing book, a must read for every marketing manager interested in improving ROI. Stimulating, informative, lively, beautifully written, it's loaded with more insights per page than any marketing book I've read. I love it."--(Dr. Kevin J. Clancy, chairman and CEO of Copernicus, and author of the best selling Counterintuitve Marketing and The Marketing Revolution.)

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