The face-to-face book : why real relationships rule in a digital marketplace /
Ed Keller and Brad Fay
- New York : Free Press, c2012.
- xv, 287 p.
Introduction : the social media gold rush -- 1. The science of social -- 2. Conversation starters : what makes a brand -- 3. Influencers : The people at the center of the conversation -- 4. Word of mouth meets madison avenue -- 5. Rethinking media : planning for word of mouth -- 6. All things in moderation : where social media fits -- 7. Word of mouth as a channel -- 8. Negative word of mouth : a cause for alarm or a customer's greatest gift? -- 9. Imagining a new social marketing.
9781451640069
Word-of-mouth advertising Social marketing Marketing--Social aspects