When purchasing certain products, customers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even relative strangers. Yet most of today's marketing still focuses on how to use advertizing and other tools to influence each customer individually, ignoring the fact that buying these "conversation products" is a social process. The guide shows companies how to help customers influence each other through word-of-mouth, using case studies and concrete examples.
- ISBN10 0002571048
- ISBN13 9780002571043
- Publish Date 21 December 2000 (first published 17 October 2000)
- Publish Status Out of Print
- Out of Print 7 February 2011
- Publish Country GB
- Publisher HarperCollins Publishers
- Imprint HarperCollins Business
- Format Hardcover
- Pages 320
- Language English
- URL http://harpercollins.co.uk