DRAMATICALLY IMPACT YOUR BOTTOM LINE WITH A POWERFUL WOMM CAMPAIGN "Word of mouth marketing has always existed. We've just found a better and more efficient way to do it." -- Ted Wright It may not be the oldest profession, but word of mouth is the oldest form of marketing. It's also the most effective. Now, however, it's being executed in ways that are methodical, replicable, and consistent. In this groundbreaking guide, Ted Wright, WOMM pioneer and founder of the marketing firm Fizz, reveals everything you need to know to create, drive, measure, and leverage word of mouth for maximum impact on the bottom line. Learn how to: Develop and test your brand's stories for maximum word of mouth impact Build a reliable communications network to deliver your message Harness the incredible power of Big Data for profit-generating WOMM campaigns Find, engage, and train influencers to promote your brand Measure your campaign’s success with accurate analytics Along the way, you'll find out how Wright used the very same methods to breathe new life into what was once the tired old brand of Pabst Blue Ribbon. You'll discover how he dramatically expanded the market for Chocolate Milk. You'll read how he orchestrated the turnaround growth of Bissell. Best of all, you'll learn which techniques work for your needs, and you'll have the tools to begin a WOMM campaign right away. Today's consumer is too sophisticated to respond in a meaningful way to intrusive, interruptive, or TV-centric media models. A dispatch from the front lines of cutting-edge marketing, Fizz is a one-stop guide to making your brand the talk of the town. Your company's best friends are already out there. Use Fizz to find, engage, and leverage them. PRAISE FOR FIZZ: "Juicy, generous, and actionable, this one is a keeper. Tell your friends." -- Seth Godin, author of Unleashing the Ideavirus "A great read. Brand managers seeking both practical advice and insight on the realities of modern marketing need look no further than Fizz." -- James M. Kilts, former chairman and CEO of The Gillette Company "Ted's actionable truths ('for influencers, sharing stories is an expression of love') make this excellent book the guidebook for brand professionals interested in word of mouth marketing. Buy it today, and start growing your business faster tomorrow." -- Sam Calagione, president and founder of Dogfish Head Craft Brewery "Ted Wright is the foremost thought leader on word of mouth marketing, and Fizz is the bible in this area. . . . If you want to truly understand how to harness the power of people talking, this book better head up your musthave reading list." -- Dr. Americus Reed II, Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania "The best and most practical book about word of mouth marketing, ever. Fizz combines real-world case studies and smart counsel with discussion of the theories and research that build understanding of WOMM principles. It's effervescent!" -- Jay Baer, New York Times bestselling author of Youtility

How did salesforce.com grow from a start up in a rented apartment into the world's fastest growing software company in less than a decade? For the first time, Marc Benioff, the visionary founder, chairman and CEO of salesforce.com, tells how he and his team created and used new business, technology, and philanthropic models tailored to this time of extraordinary change. Showing how salesforce.com not only survived the dotcom implosion of 2001, but went on to define itself as the leader of the cloud computing revolution and spark a $46-billion dollar industry, Benioff's story will help business leaders and entrepreneurs stand out, innovate better, and grow faster in any economic climate. In Behind the Cloud, Benioff shares the strategies that have inspired employees, turned customers into evangelists, leveraged an ecosystem of partners, and allowed innovation to flourish.

User-friendly, cost-conscious, and filled with examples from libraries of all types, Intentional Marketing: A Practical Guide for Librarians helps you maximize the return on your marketing investment (ROMI) by showing ways to combine marketing theory with in-house data, creating a global strategy that will drive all of your library marketing. This book includes: Discussions of marketing theory and how a global approach makes marketing easier, more effective, and less expensive Step-by-step guides to help define what you are marketing, why you are marketing it, and to whom Ways to identify everyone who affects funding, and how to turn them into stakeholders Ways to increase staff and stakeholder buy-in Examples of successful marketing efforts at other libraries Discussions of different marketing tools (print and digital publications, social media, special events, public relations, programming, etc.), their costs, and how to determine which to use Model feedback and assessment forms This book is a reference handbook with examples and step-by-step guides. It is written for library staff members who are currently implementing components of marketing in a piecemeal fashion and need a unifying context to streamline their efforts and improve their effectiveness.

In recent years, many companies have realised customer experience (CX) is the new marketing battle ground. Substantial investments have been made to map customer journeys, identify pain points and improve CX to try and create cut-through. Using real world applications to introduce next generation design tools based on proven concepts from strategy, marketing, psychology and creative problem solving, Lean CX: How to Differentiate at Low Cost and Least Risk discusses how to use Lean Management approaches to innovate your customer experience. This practical book describes how the tools from Lean Management can be applied to the CX innovation problem. The authors draw on hundreds of CX design and strategic innovation projects across a range of industries, both B2B and B2C, from primary research through client work and secondary case studies available in the public domain. The examples include many different vertical industry sectors, including those involving hybrid business models. The cases included share what worked really well and where CX failed. The content goes beyond what actually happened to present an idea of what might be possible with the right design approach and committed resources.

Discover the inspiring firsthand account of Stephanie Stuckey’s rise to CEO upon suddenly acquiring her family’s beloved yet struggling brand, which had become a “whatever happened to . . . ?” fading memory for most Americans. Stephanie Stuckey’s remarkable journey unfolds in UnStuck, a memoir that will inspire and captivate. When she unexpectedly becomes CEO of her family’s company, Stephanie embarks on a mission to revive both the business and her family’s legacy. Armed with her grandfather’s wisdom and fueled by an unbreakable emotional connection, she sets out to turn the company’s fortunes around. Stuckey’s, a roadside oasis for generations of travelers along America’s highways, fell into disrepair after decades of outside ownership. When Stephanie Stuckey, granddaughter of Stuckey’s founder, is offered the chance to buy the business, she takes it, seeing something that isn’t apparent in the bleak financial statements: an emotional connection that she and generations of road trippers had with the brand. UnStuck weaves Stephanie’s compelling narrative with her grandfather’s rich history. Finding inspiration and insight into both business and life in her grandfather’s archives, Stephanie leans on her past to craft a strategy for the future, determined to rebuild the struggling company and leave a legacy for generations to come. This story is a celebration of resilience and overcoming seemingly impossible odds—and, ultimately, coming out on top. For female entrepreneurs, unconventional CEOs, family businesses, and road trip enthusiasts, UnStuck offers hope, practical tips on managing tough situations with grit, and an irresistible comeback story promising that second chances are indeed possible.

The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country In Words That Work, Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential. Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.

Creating a social media strategy for your organization may seem overwhelming, but it doesn't have to be. Acclaimed author, educator, and marketing consultant Mark W. Schaefer untangles the world's most confusing business trend in this all-new edition of his classic book. Social Media Explained is perfect for the busy executive, business owner, entrepreneur, or student who needs a quick and simple explanation of "what to do." The book provides insights into: * The five foundational strategies behind social media success* A six-step path to discovering your social media strategy* Battle-tested tips and ideas you can apply today* Case studies illustrating social media successes* Answers to the biggest questions about measurement, organization and budgeting This is your path forward. This is Social Media Explained.

This book outlines innovative processes used to research, conceive and develop innovations in the Customer eXperience (CX) space for both large and small companies.

Praise for the Previous Editions "The author brings in management wisdom from the world outside laboratory animal medicine and veterinary medicine. As a result, there is a rich mixture of the experience of a seasoned professional and the theoretical framework used by schools of management .... I recommend this book to managers and laboratory animal specialists at any stage of their careers." —Franklin M. Loew, DVM, PhD, DACLAM, JAVMA, Vol. 222, No. 6, 2003 "... This book is a good informational resource for any new manager to the field of laboratory management. The information is presented in a way that will keep your interest and stimulate you to think how it can benefit you and the facility in which you work." —Susan K. Cutter, BS, RVT, RLATG, Purdue University, West Lafayette, Indiana, USA, LAMA Review Written in Jerry Silverman’s trademark style, Managing the Laboratory Animal Facility, Third Edition provides the reader with sound management theory and associated management practices that are easy to read, easy to understand, easy to implement, and pertinent to the daily management and leadership of laboratory animal facilities. Maintaining the practical focus of previous editions, this greatly expanded volume presents the critical knowledge needed to help you make efficient and effective use of the key resources that are used every day by vivarium managers – people, time, money, and information. New to the Third Edition Incorporating the latest developments in management theory and application, the edition contains approximately 100 pages of new and expanded material. This more detailed coverage: Discusses lean management concepts and practices and their application to laboratory animal science Adds information on many essential topics, especially in human resources management in its treatment of negotiations, influence, and performance reviews Provides a large number of revisions and updates to Appendix 2 in its presentation of Per diem calculations Includes an extensive list of references for further study of specialized topics

Hundreds of millions of Americans are using social media (SM), and already some 70% of businesses have joined them there, using Facebook and other SM platforms to connect with their customers, and attract new ones. So the real question isn’t whether to take your business onto social media platforms—but how to do it quickly, effectively, on a budget, with smart goals, and a road map for success. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program cuts through the hype and fluff about how social media is changing the world, and it gets down to what really matters: How you as a manager can best use SM to benefit your business. Written by a veteran online marketer and ecommerce professional, the book shares practical strategies and tactics to let you launch and scale a successful corporate social media program. Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program is for the manager who already knows something about social media and wants to roll up his or her sleeves and get down to business. In it, we simplify tasks that might otherwise be complicated—like adopting and tracking key performance metrics, developing online ad campaigns, or creating Facebook apps like games, giveaways and sweepstakes with the capacity to go viral. Businesses can harness the unique advantages of this new medium, but they need a practical, no-nonsense guide like this one. Otherwise they risk being ignored, wasting time and money or, even worse, damaging their own brand and seeing a well-intentioned online program blow up. The book is heavy on the how-to, case studies, campaign results and other statistics, and interviews with ecommerce managers at businesses large and small. It also includes the author’s own experiences at Green Mountain Coffee Roasters, Wine of the Month Club, and others. While this book will be accessible enough for someone implementing a social media program for the first time, it’s ambitious enough to benefit experienced SM hands who are looking for good ideas and techniques to push their online community to the next level of size, interactivity, and buzz.