harness the power of word of mouth marketing to drive brand growth Wright, Ted creator text Noida McGraw Hill Education 2015 monographic xviii,221p. 24cm(pbk) 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. by Ted Wright Includes index Communication in marketing Branding (Marketing) 658.872 9789339219468 9339219465 ENG-112470 DBAD/PUB 20150415114618.0