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Creating customer evangelists : how loyal customers become a volunteer sales force / Ben McConnell and Jackie Huba ; foreword by Guy Kawasaki.

By: Contributor(s): Material type: TextTextPublisher: [New York] : Kaplan, [2007]Distributor: [London : Compass Copyright date: ©2007Description: x, 230 pages : illustrations ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1419597213
  • 9781419597213
Subject(s): DDC classification:
  • 658.8343 22
Contents:
Foreword -- Acknowledgments -- 1. Customer Evangelism: A Manifesto -- 2. When Customers Believe -- 3. Customer Plus-Delta: Understanding the Love -- 4. Napsterize Your Knowledge: Give to Receive -- 5. Build the Buzz: Spreading the Word -- 6. Create Community: Bringing Customers Together -- 7. Bite-Size Chunks: From Sampling to Evangelism -- 8. Create a Cause: When Business Is Good -- 9. Hot Marketing Now: Krispy Kreme Doughnuts -- 10. The High-Flying Solutionman: Solution People -- 11. The History Lessons of O'Reilly's Wars: O'Reilly & Associates -- 12. The New Mavericks of Marketing: The Dallas Mavericks -- 13. A Bear Market for Retailing: Build-A-Bear Workshop -- 14. A Cause, Not Just an Airline: Southwest Airlines -- 15. The Billion-Dollar Cause: IBM -- 16. Customer Evangelism Workshop -- Appendixes -- Endnotes -- References -- Index.
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Includes bibliographical references and index.

Foreword -- Acknowledgments -- 1. Customer Evangelism: A Manifesto -- 2. When Customers Believe -- 3. Customer Plus-Delta: Understanding the Love -- 4. Napsterize Your Knowledge: Give to Receive -- 5. Build the Buzz: Spreading the Word -- 6. Create Community: Bringing Customers Together -- 7. Bite-Size Chunks: From Sampling to Evangelism -- 8. Create a Cause: When Business Is Good -- 9. Hot Marketing Now: Krispy Kreme Doughnuts -- 10. The High-Flying Solutionman: Solution People -- 11. The History Lessons of O'Reilly's Wars: O'Reilly & Associates -- 12. The New Mavericks of Marketing: The Dallas Mavericks -- 13. A Bear Market for Retailing: Build-A-Bear Workshop -- 14. A Cause, Not Just an Airline: Southwest Airlines -- 15. The Billion-Dollar Cause: IBM -- 16. Customer Evangelism Workshop -- Appendixes -- Endnotes -- References -- Index.

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