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Conversational Capital How to Create Stuff People Love to Talk About

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ISBN-10: 0137145500

ISBN-13: 9780137145508

Edition: 2009

Authors: Bertrand Cesvet, Eric Alper, Tony Babinski, Sidney Lee

List price: $27.99
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Great word-of-mouth is the product developer's holy grail: no advertising or promotion is as powerful as a customer who is eager to evangelize your product. Many books talk about the value of word-of-mouth, but this is the first to show you how to create it. It doesn't just happen by chance: it can be consciously, carefully engineered into virtually any product or service. InConversational Capital, readers will discover how positive word-of-mouth drives value and reduces the cost of marketing and promotion and learn which customer experiences are most likely to fuel it. The authors identify 8 engines of conversational capital: Icons Tribalism Rituals Myths Endorsement Relevant Sensory…    
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Book details

List price: $27.99
Copyright year: 2009
Publisher: FT Press
Publication date: 8/7/2008
Binding: Hardcover
Pages: 208
Size: 6.50" wide x 9.25" long x 0.75" tall
Weight: 1.034
Language: English

About the Authors
How this Book Came Together
This is an Open Source Book
Defining Conversational Capital
What is Conversational Capital?
The Eight Engines of Conversational Capital
How Conversational Capital Works
Cirque Du Soleil
Why Conversational Capital Works
Conversational Capital is Not Buzz
Conversational Capital and Advocacy
Conversational Capital is for Everyone
The Engines of Conversational Capital
Exclusive Product Offering (EPO)
Relevant Sensory Oddity (RSO)
Implementing Conversational Capital
Getting Started
Designing a Solution
And two More Questions
Glossary of Terms