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Index
Cover
Title Page
Copyright Page
Dedication
Contents
Acknowledgments
Introduction
Chapter 1 Influencers: Who They Are and Why You Need Them
Chapter 2 The Two-Ounce Culture: Why Smart Brands Sample
Chapter 3 What Makes You Talkable? Finding Your Brand’s Story
Chapter 4 Strategic Corporals: How and Why to Train Your Brand Ambassadors
Chapter 5 A Matter of Patience: Measuring Word of Mouth Marketing
Chapter 6 Big Data: The Stories Within the Numbers
Chapter 7 Save Your Money: Word of Mouth Marketing and Small Businesses
Chapter 8 Myths, Lies, and Misconceptions
Chapter 9 Talking to Your Boss About Word of Mouth Marketing
Appendix The Measurement Experts
Notes
Index
About the Author
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