• ISBN13: 9788171569809
• Binding: Hardcover
• Subject: Business Management
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: N/A
• Publication Date: November 5, 2001
• Pages: 160
• Original Price: INR 350.0
• Language: English
• Edition: N/A
• Item Weight: 350 grams
• BISAC Subject(s): General

The Internet is today the most reliable and accurate medium for advertising. It offers transparency and targeted advertising that is far more reliable than conventional media available. Its allows marketers to deliver personalized and real-time messages to specific consumers and that too at a fraction of the cost and with greater measurability. The interactive nature of this medium makes it ideal for marketeers to get instant feedback. Countries with large population like India are destined to have a large market online and hence greater avenues for internet advertisers. From just about Rs.24 crore in 1999, the online advertising will be Rs.60 crore by the end of 2000 and will reach a whopping Rs.750 crore by the year 2002. The book would be found highly useful by the industrial and business houses in planning the most effective and economical advertising plans.

Godfrey Harris is President and Chief Executive Officer of Harris/Ragan Management Group, a Los Angeles public policy consulting firm founded in 1968. He has participated in all of the firm’s principal consulting assignments for such clients as the U.S. Departments of State, Commerce, and Housing and Urban Development; the American Revolution Bicentennial Administration; the Governments of Panama and St. Kitts-Nevis; the London Chamber of Commerce & Industry; the Society of International Travel Representatives; the Foreign Policy Association of Panama; International Publishers Alliance; Insight Consulting Group; the Sheet Metal Workers’ International Association; and Pulsatron Technology Corporation. Prior to founding the company some 32 years ago, Mr. Harris was Special Assistant to the President of the IOS Development Company in Geneva; a U.S. Foreign Service Officer with diplomatic assignments in Washington, Bonn, and London; and a Management Analyst in the President’s Executive Office withy responsibility for management and organizational matters in the foreign affairs and commercial sectors of the U.S. Federal government. Mr. Harris has also conducted word of mouth training sessions for numerous business and civic organizations as well as San Diego County’s Parks and Recreation Department, the International Training Institute of the Sheet Metal Industry, and such Austrian organizations as the Tyrolean Tourist Board, the Ski School Association, and the Business Circle. Mr. Harris has written or co-authored 26 books on public policy issues and business topics. He holds degrees from Stanford University and the University of California, Los Angeles.

• Introduction
• Two Word of Mouth Program Winners
• If You Say Thank You, Do It With Panache
• Out-of-the-Blue
• Background on Our Interest in Word of Mouth
• Thinking in Word of Mouth
• Misunderstanding Still Abound
• Working Traditionally
• No Leader to Follow
• A New Attitude
• Basic Rule of Thinking in Word of Mouth
• Guidelines on Thinking in Word of Mouth
• Will Word of Mouth Work?
• Conclusion
• Final Thought
• Word of Mouth on the Internet
• A Brief Look at the Intermet
• E-Commerce Case Studies
• The Dot-Com Avalanche
• The Word of Mouth Angle
• A New Marketplace
• Internet Cautions
• Word of Mouth Program Ideas for the Internet
• Pass Through EMails
• Follow-On EMails
• Starting a Conversation for the Internet
• Keeping a Conversation Going on the Internet
• Encourage Reviews and Comments on Your Site
• Chat Rooms and Discussion Groups
• Build on Loyalty in E-Commerce
• Crisis Management on the Internet
• News and Views on Your Site
• Commandeer the Comment
• Conduct Contests Among Your Customers
• Surveys Can Also Get Conversations Started
• Endorsements Can Be Important
• The Cyber Certificate
• Registries Online
• Establishing an Identity on the Internet Itself
• Reverse Word of Mouth
• Word of Mouth in a Bureaucratic Setting
• Good and Evil
• Political Uses for Word of Mouth
• International Uses for Word of Mouth
• Turning Testimonials into Word of Mouth
• Teasing Works
• Understanding Word of Mouth
• Keep it Light
• Avoid Being
• Defensive
• Make It Easy
• Dealing with Seniors
• Security
• Rules of Engagement
• Use All of Your Resources to Spread the Word
• Acknowledge Everything
• Final Thoughts
• Life Isn’t Easy
• Glossary
• Bibliographical Notes
• Index