TY  - BOOK
AU  - Kelly,Lois
TI  - Beyond buzz: the next generation of word-of-mouth marketing 
SN  - 9780814473832 (hardcover)
AV  - HF5415.123 .K45 2007
U1  - 658.8 22
PY  - 2007///
CY  - New York
PB  - AMACOM
KW  - Communication in marketing
KW  - Marketing
KW  - Electronic books
KW  - local
N1  - Includes bibliographical references (p. 213-220) and index; Enough with the marketing blah blah blah- let's talk about something interesting -- Make meaning, not buzz -- Have a fresh point of view (or several) -- Listen up: seven ways to uncover talk-worthy ideas -- Nine themes that always get people talking -- Straight talk: talk like you talk, talk like you mean it, talk in these ten new ways -- Shift to a conversational marketing mind-set -- Building a'talk' culture -- Be more interesting- conversations, passion, and an honest point of view -- Appendix: Checklists, templates, additional resources; Access is restricted to subscribing institutions; Available also in a print ed
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