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|a 1118336585
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|a HF5415.55
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1 |
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|a Fuggetta, Rob
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|a Brand advocates
|b turning enthusiastic customers into a powerful marketing force
|c Rob Fuggetta
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|a Hoboken, New Jersey
|b Wiley
|c 2012
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| 300 |
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|a 1 online resource
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|a Three Major Advocacy BenefitsTraditional Marketing Model; The T̀̀riangle of Trust''; Fair Exchange of Value; Maintaining Balance; Betting Against Beacon; Not an Either/Or; Advocacy in the Online Purchase Path; Part Three Advocacy Goes Vertical; Chapter 7 Advocacy Sells Soap (and Other Consumer Products); Dirtiest Apartment in San Francisco; A Sea of Sameness; Advocacy Is Method for Success; Energizing Method Advocates; Peetniks Share their Passion for Peet's Coffee; Chapter 8 Restaurants Cook Up Success with Advocacy; Power of Restaurant Word of Mouth; Turning Happy Diners into Marketers
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|a Advocates for LifeProactive Recommenders; Most Passionate Advocates; Off-the-Charts Engagement; Visible Advocates; Hidden Advocates; Active Advocates; Brand Advocates Are Players (in a Good Way); Can't Keep a Secret; Advocacy Moves Online; You Don't Need to Own It to Recommend It; Chapter 2 Not All Advocates Are Equal; Influence Matters Most; Measuring Advocate Influence; Creating Power Advocates; Measuring Advocate's Klout; Starbucks Melody; Chapter 3 What's a Brand Advocate Worth?; Proof in Advocacy Pudding; Estimating the Value of an Advocate; Three Examples; Conservative Estimate
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|a Rubio's Unleashes Its AdvocatesAdvocacy is Delicious for Restaurant.com; Chapter 9 Advocates Shape Up Fitness Club Sales; Fitness Marketing Hurdle; Advocates Pump Up Fitness Marketing; Large Fitness Company Activates its Advocates; Advocates Are the X Factor; Anytime Advocates; Chapter 10 Advocates Drive Auto Sales; Top Benefits of Advocacy for Auto Marketers; GMC Fuels Advocacy; Advocacy Drives Ford; MINI's Top Salesman; Chapter 11 Advocacy Powers Up Software Sales; The Power of Advocacy in Software; Unleashing Software Advocates; Why Advocate Marketing Is Powerful in Software
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|a Apple of Roy's EyeChapter 4 Five Proven Ways (and One Shocking Way) to Create More Brand Advocates; Chapter 5 Advocate Personas; Sally Seller; Ed Expert; Chris Creator; Sonny Sharer; Hay Floats Microsoft's Boat; Part Two The Power of Advocate Marketing; Chapter 6 Unleashing Brand Advocates: An Out-of-the-Box Approach; Selling with Advocates; Trusted Advocates; Sustainable Marketing Force; Authentic Advocacy; Word of Mouth Marketing at Scale; Advocacy Drives Growth; Advocacy and the Consumer Decision Journey; Beyond Listening and Engagement; The Three R's of Advocacy
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|a Brand Advocates; Contents; Acknowledgments; Introduction; Turning Advocates into Marketers; You Can Do This, Too; What You'll Learn; Why I Wrote This Book; How This Book Is Organized; Your Advocate Army Is Ready. Are You?; Part One Understanding Brand Advocates; Chapter 1 What's a Brand Advocate, Anyway?; The Power of Brand Advocates; Billions of Brand Advocates; Advocates All Around Us; Consumers Trust Advocates, Not Ads; Different from Fans and Followers; Money Can't Buy Advocates' Love; Beyond Loyalty; Social Media Amplify Advocates; Top 10 Things Advocates Will Do for You
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|a Consommateurs / Fidélité
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|a Branding (Marketing) / http://id.loc.gov/authorities/subjects/sh2007006470
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|a BUSINESS & ECONOMICS / General / bisacsh
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|a Branding (Marketing) / fast
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|a Relationship marketing / fast
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|a Bouche-à-oreille (Publicité)
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|a Marketing relationnel
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| 653 |
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|a Customer loyalty / http://id.loc.gov/authorities/subjects/sh97009091
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| 653 |
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|a Word-of-mouth advertising / http://id.loc.gov/authorities/subjects/sh94006574
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|a Customer loyalty / fast
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| 653 |
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|a Word-of-mouth advertising / fast
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|a Stratégie de marque
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| 653 |
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|a branding / aat
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| 653 |
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|a Relationship marketing / http://id.loc.gov/authorities/subjects/sh96005326
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 500 |
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|a Includes index
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| 776 |
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|z 1118336038
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| 776 |
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|z 9781118336038
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| 856 |
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|u https://learning.oreilly.com/library/view/~/9781118336540/?ar
|x Verlag
|3 Volltext
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|a 658.812
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|a 330
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|a "Brand advocates are your most loyal, passionate, and engaged customers. These enthusiastic customers don't just buy your products--they sell your products for you. Brand advocates tweet, blog, and Yelp about you; they praise you with five-star reviews on Amazon and TripAdvisor; they talk you up in social networks, online communities, and over coffee; and they defend you from detractors. According to social media firm, Vitrue, a Facebook fan may be worth $3.28. But, according to a study by customer satisfaction company, Satmetrix, a single brand advocate for an enterprise software company is worth $565,000 based on his referral value. This book is the go-to resource for teaching businesses how to make their customers be one of their most effective marketing components. The book explains how to find your brand advocates by determining levels of customer loyalty, and how to use their resources and power. Once you've found your advocates, the book explains how to get them to fill the gap from customer to advocate, from enjoying their experience to actively promoting their experience. The book gives you the secrets of turning advocates into marketers. You'll learn how to Discover who Brand Advocates are and what makes these influential customers tick Create and grow your Brand Army by continuously identifying advocates on Facebook, Yelp, and other online reviewer sites Energize and mobilize your Brand Army to spread positive Word of Mouth, create and maintain customers, and become your biggest supporters; Reward your advocates by giving them what they crave most Keep score. You'll learn how to measure results and ROI from online marketing programs featuring brand advocates "--
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