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AuthorFuggetta, Rob
TitleBrand advocates : turning enthusiastic customers into a powerful marketing force / Rob Fuggetta
Imprint Hoboken, NJ : Wiley, c2012
Descript xx, 283 p. : ill. ; 24 cm


Understanding brand advocates : What's brand advocate, anyway? ; Not all advocates are equal ; What's brand advocate worth? ; Five proven ways (and one shocking way) ; Advocate personas -- The power of advocate marketing : Unleashing brand advocates -- Advocacy goes vertical : Advocacy sells soap (and other consumer products) ; Restaurants cook up success with advocacy ; Advocates shape up fitness club sales ; Advocates drive auto sales ; Advocacy powers up software sales ; Activating B2B advocates ; Advocates rack up sales for hotels and airlines ; Advocacy moves CE boxes -- Advocate marketing playbook : Advocate marketing playbook overivew ; Identifying ; Energizing: boosting online ratings ; Energizing: the power of advocate stories ; Energizing: advocates have the answers ; Energizing: sharing the love ; Mobilizing ; Tracking ; Engaging advocates ; Rewarding ; Energizing 2.0 ; Advocacy curve -- Putting advocay to work for you : Launching advocacy ; An open letter to CMOs (and other marketers)

Relationship marketing Customer loyalty Word-of-mouth advertising Branding (Marketing)

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