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Conversational Capital: How to Create Stuff People Love to Talk About - GOOD
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eBay item number:266551372866
Item specifics
- Condition
- Brand
- Unbranded
- MPN
- Does not apply
- ISBN
- 9780137145508
- Book Title
- Conversational Capital : How to Create Stuff People Love to Talk about
- Item Length
- 6.7in
- Publisher
- FT Press
- Publication Year
- 2008
- Format
- Hardcover
- Language
- English
- Item Height
- 0.7in
- Genre
- Business & Economics
- Topic
- Marketing / General, Strategic Planning, Advertising & Promotion
- Item Width
- 9.3in
- Item Weight
- 16.9 Oz
- Number of Pages
- 208 Pages
About this product
Product Information
"In The Tipping Point , Malcolm Gladwell presents an important idea without any 'how to.' Now Bertrand Cesvet provides the 'how to' you need to create 'Tipping Points' for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future." Stewart Emery , coauthor of international best-seller Success Built to Las t "Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans." Guy Laliberte, founder, Cirque du Soleil "Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium." Rupert Duchesne ,CEO of Aeroplan "Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas." Jim Champy , coauthor, Reenginering the Corporation , and author, Outsmart! Embed into Your Products and Experiences the Ingredients that Drive Advocacy: Create products and services that consumers find truly significant Intensify consumption experiences to transform your brands into market leaders Don't settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull. 1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
Product Identifiers
Publisher
FT Press
ISBN-10
0137145500
ISBN-13
9780137145508
eBay Product ID (ePID)
65666705
Product Key Features
Book Title
Conversational Capital : How to Create Stuff People Love to Talk about
Format
Hardcover
Language
English
Topic
Marketing / General, Strategic Planning, Advertising & Promotion
Publication Year
2008
Genre
Business & Economics
Number of Pages
208 Pages
Dimensions
Item Length
6.7in
Item Height
0.7in
Item Width
9.3in
Weight
16.9 Oz
Item Weight
16.9 Oz
Additional Product Features
Lc Classification Number
Hf5415.1255.C47 2009
Publication Date
2008-08-07
Table of Content
About the Authors x How This Book Came Together xi This Is an Open Source Book xiii Foreword by Hermann Deininger xv Introduction xvii PART 1: Defining Conversational Capital 1 What Is Conversational Capital? 3 2 The Eight Engines of Conversational Capital 9 3 How Conversational Capital Works 15 4 Why Conversational Capital Works 35 5 Conversational Capital Is Not Buzz 45 6 Conversational Capital and Advocacy 53 7 Conversational Capital Is for Everyone 55 PART 2: The Engines of Conversational Capital 8 Rituals 63 9 Initiation 69 10 Exclusive Product Offering (EPO) 77 11 Over-Delivery 85 12 Myths 91 13 Relevant Sensory Oddity (RSO) 99 14 Icons 107 15 Tribalism 115 16 Endorsement 123 17 Continuity 127 PART 3: Implementing Conversational Capital 18 Getting Started 135 19 Designing a Solution 143 20 Implementation 153 21 And Two More Questions 161 Glossary of Terms 165 Index 171
Copyright Date
2009
Target Audience
Trade
Lccn
2008-013639
Dewey Decimal
658.8/27
Dewey Edition
22
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:266551372866
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