ISBN: 0-935047-24-7 - 192 pages - Softbound - Illustrated - Indexed - 5 3/8 x 8 1/2 - (c)1998

PRICE $14.95

This book is especially useful to small business owners and marketing specialists.

Word of mouth has become an equal force with such traditional marketing tools as media advertising, public relations, and product presentation in the sale of all goods and services, says Godfrey Harris, co-author of two enormously successful books on word of mouth advertising - Talk is Cheap and How To Generate Word of Mouth Advertising.

Harris notes, "no university courses and no regular seminars" teach word of mouth techniques and "no business or organization... consistently engages a consultant or employs a marketing specialist for the specific development of word of mouth programs."

This book is designed to change all that. It covers all aspects of positive and negative word of mouth advertising and differentiates the fake and phony from the real and effective. This book is divided into three principal sections:

• The first section deals with understanding what word of mouth is and how it really works and when this form of marketing is actually appropriate and when it is not.
• The second section is a compendium of newly created as well as carefully refined practical word of mouth programs that have already worked in the marketplace and are designed for instant use in various sectors of the economy.
• The third section reviews all the major techniques that can be used to make word of mouth advertising programs meaningful and effective in any circumstance.