000			01245nam a2200193Ia 4500
008			180821s2007 xx 000 0 und d
020			_a9780814473832
082			_a658.8 _bKEL
100			_aKelly, Lois
245			_aBeyond buzz : the next generation of word-of-mouth marketing
260			_bAmacom _c2007 _aNew York
300			_ax, 228 pages
520			_a"This is the first book on buzz or word-of-mouth marketing to focus on the message - not just the mechanics - involved in a successful campaign. Both innovative and practical, it is filled with insightful examples of conversational marketing at work in real campaigns. Kelly's articles have been published in "USA Today", "BrandWeek", "The Wall St. Journal", "Advertising Age", and "Adweek", She speaks frequently on marketing and communications to professional organizations like the American Marketing Association and The Conference Board. Kelly's extensive experience has involved working with both larger, more established organizations as well as smaller startups - and the techniques she includes here can work for any organization. "
650			_aAdvertising Age
650			_aCommunication
650			_aMarketing
650			_aBUSINESS & ECONOMICS
942			_2ddc _cB
999			_c603966 _d603966