TY  - BOOK
AU  - Wright,Ted
TI  - Fizz: harness the power of word of mouth marketing to drive brand growth 
SN  - 9780071835749
AV  - HF5415.1255 W75 2015
U1  - 658.8/72 23
PY  - 2015///
CY  - New York
PB  - McGraw-Hill Education
KW  - Communication in marketing
KW  - Branding (Marketing)
KW  - fast
KW  - cct
KW  - Word-of-mouth advertising
N1  - Includes bibliographical references and index; Acknowledgments -- Introduction -- Influencers : who they are and why you need them -- Two-ounce culture : why smart brands sample -- What makes you talkable? : finding your brand's story -- Strategic corporals : how and why to train your brand ambassadors -- A matter of patience : measuring word-of-mouth marketing -- Big data : the stories inside the numbers -- Save your money : word-of-mouth marketing and small business -- Myths, lies, and misconceptions -- Talking to your boss about word-of-mouth marketing
N2  - A word-of-mouth marketing pioneer shows how to measurably impact the bottom line with a powerful WOMM campaign In Fizz, Ted Wright teaches marketing professionals and entrepreneurs how to create and test a brand's stories for maximum word-of-mouth impact; build the communications network to tell it; harness Big Data for WOMM; find and train influencers; and measure a campaign's success. Along the way, he debunks popular marketing myths regarding the broadcast model, social media, influencers, and the idea that the medium is more important than the message. Ted Wright is the founder and CEO of Fizz, a pioneering, award-winning word-of-mouth marketing firm
ER  -