TABLE OF CONTENTS

    Preface
  1. Striking Gold Through Word-of-mouth Marketing
  2. What It Takes To Succeed
  3. How To Make the Grapevine Work For You
  4. Taking Advantage of Customer Clusters
  5. Stopping Negative Word of Mouth
  6. Breaking Through Cultural Barriers
  7. Infiltrating Industry Infrastructures
  8. Finding More Champion Customers in Your Community
  9. Introducing New Products and Services
  10. Coordinating Word of Mouth With Other Promotional Methods
  11. Assessing the Cost of Word of Mouth
  12. Using the Power of Emotions to Build Your Business
  13. Creating and Promoting a Visible Code of Conduct
  14. Turning Your Customers Into Champions
  15. Staying Ahead
  16. 53 Places Where Word of Mouth Pays Immediate Dividends
    Bibliography
    Index





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