"With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best cus

In the widely well-received first edition of The Secrets of Word-of-Mouth Marketing, author George Silverman provided readers step-by-step guidance with his inn

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overv

"This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocate

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension b