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Full Description
This book discusses the oldest, most effective and least expensive form of market promotion available. It explains why word-of-mouth advertising works so well. An example - an elderly couple entered a copy-shop needing copies of their passports. The proprietor showed them how to use the self-service machine. With their 40p's worth of copies in hand, they offered the man a fiver, but he waved them away suggesting that they should pay the 40p next time they called. They would undoubtedly come back - and their friends and family too, to meet all their copying needs - all for giving up 40p. The book covers a wide range of word-of-mouth techniques that can be easily promoted at low cost, but with large dividends. Ideas range from award programmes and poster campaigns to communication programmes and coupons, showing how word-of-mouth can be generated in a huge variety of situations and circumstances. There are also warnings about where word-of-mouth does not work or where it can have negative effects. This is an essential book for anyone looking for brilliantly effective and inexpensive ways of promoting a business or organisation.
