| Description |
1 online resource (223 pages) |
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text file |
| Contents |
BRAINS ON FIRE: Igniting Powerful, Sustainable, Word of Mouth Movements; Contents; Acknowledgments; Introduction; Lesson 1: Movements Aren't about the Product Conversation; They're about the Passion Conversation; Lesson 2: Movements Start with the First Conversation; Lesson 3: Movements Have Inspirational Leadership; Lesson 4: Movements Have a Barrier of Entry; Lesson 5: Movements Empower People with Knowledge; Lesson 6: Movements Have Shared Ownership; Lesson 7: Movements Have Powerful Identities; Lesson 8: Movements Live Both Online and Off-Line. |
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Lesson 9: Movements Make Advocates Feel Like Rock StarsLesson 10: Movements Get Results; Lesson 11: Your Turn; About the Authors; Index. |
| Summary |
Develop and harness a powerful, sustainable word-of-mouth movement. How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organiza. |
| Subject |
Word-of-mouth advertising.
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Business referrals.
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Consumer satisfaction.
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Advertising.
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Publicity.
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Marketing.
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Misinformation.
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Advertising |
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Marketing |
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Communication |
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Consumer Behavior |
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Bouche-à-oreille (Publicité) |
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Méthode de la boule de neige (Marketing) |
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Consommateurs -- Satisfaction. |
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Publicité. |
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Marketing. |
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Mésinformation. |
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advertising. |
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marketing. |
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Publicity |
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Marketing |
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Advertising |
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Business referrals |
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Consumer satisfaction |
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Word-of-mouth advertising |
| Added Author |
Cordell, Greg.
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Church, Geno.
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| Other Form: |
Print version: Phillips, Robbin. Brains on Fire : Igniting Powerful, Sustainable, Word of Mouth Movements. Hoboken : John Wiley & Sons, Inc., ©2010 9780470614181 |
| ISBN |
9780470872260 |
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0470872268 |
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9780470770535 (ebk) |
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0470770538 (ebk) |
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9780470872277 (ebk) |
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0470872276 (ebk) |
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1282728903 |
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9781282728905 |
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(acid-free paper) |
| Standard No. |
9786612728907 |
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9780470614181 |
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