Cover Page -- Title Page -- Copyright Page -- Contents -- Acknowledgments -- Prologue: The Calf-Path -- Introduction -- Why This Book-and Word-of-Mouth Marketing Today-Is Different -- Secrets -- "Let's Go Up a Level of Abstraction" -- Stupid Questions -- Customer = Prospect unless Customer ≠ Prospect -- "Buy" = "Buy into" = "Adopt" = "Believe," Also, "Sell" = "Convince" = "Persuade" -- Product = Service = Idea = Methodology -- Word-of-Mouth Marketing Is NOT Word-of-Mouth Advertising -- Chapter 1: The Systematic Approach to Word of Mouth -- The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Revolutions -- The Dot-Com Super Bowl -- The New Media -- The New Challenges of Marketing -- This Book Has a New Purpose-Our Goals Have Changed -- A Trip into a New Way of Thinking -- Chapter 2: Dominating Your Market by Easifying the Customer Decision Cycle -- The Function of Word of Mouth -- What Is Marketing? -- Decision Speed -- Your Decision Easification System -- How to Do It -- Cut Decision Time in Half -- Chapter 3: How to Use Word of Mouth to Easify the Decision Process -- Property 1. Word of Mouth's Megapower -- Property 2. The Speed of Word of Mouth -- Property 3. Independent Credibility -- Property 4. The Hidden Advantage of Word of Mouth: Experience Delivery -- Property 5. Word of Mouth Is More Relevant and Complete -- Property 6. Word of Mouth Feeds on Itself -- Property 7. Word of Mouth Itself Becomes One of the Product's Attributes -- Chapter 4: The Decision Process -- The Decision Process-Overview -- The Adopter Types: How Word of Mouth Works for Different Types of Decision Makers -- Decision Styles-Putting Together the Adopter Types With the Decision Stages -- The Decision Matrix -- Chapter 5: Six Ms to Live By -- The Six Ms -- Give Them Something to Talk About.

So, the Form Is Stories. What's the Content? -- Chapter 6: The 2nd M: The Mavens -- Delivering the Message -- The Controversy: Influencers Versus Peers -- Sources of Word of Mouth -- Expert-to-Expert Word of Mouth -- Expert-to-Peer and Peer-to-Peer Word of Mouth -- The Catch-22 of Marketing -- Delivery of Word of Mouth -- The Care and Feeding of Champions -- Chapter 7: The 3rd M: Motivation -- Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth -- The Secret Exception -- Another Trap -- Chapter 8: The 4th M: Means or Media -- Additional Ideas -- Search Engine Optimization -- Getting Involved -- Chapter 9: The 5th M: Measurement -- The Problem -- The Difference Between Measurement and Research -- How to Research Word of Mouth -- Other Research Designs -- Chapter 10: The 6th M: Multiplication -- What Is Trust? -- Further Secrets of Trust -- Chapter 11: (Almost) Everything I Learned About Marketing, I Learned in My Father's Drugstore. Let Me Share It With You. -- Key Secrets from My Father's Example -- More Secrets from My Father's Example -- Chapter 12: Constructing the Ultimate Word-of-Mouth Campaign -- The First Word-of-Mouth Programs -- How I First Harnessed Word of Mouth -- Success Stories of Word-of-Mouth Sessions -- Making Word of Mouth More Valuable -- Situations That Benefit from Word-of-Mouth Programs, Events, and Sites -- Products With Which You Should Avoid Word-of-Mouth Events -- Chapter 13: Six Steps to Harnessing Word of Mouth -- Constructing Your Word-of-Mouth Campaign -- An Example of the Six-Step Process -- The Process in Detail -- Product Seeding -- Very Expensive Products -- Internal Word of Mouth -- Word-of-Mouth Campaigns With High-Ticket, Professional Products -- Chapter 14: Which Methods Work Best for What? A Word-of-Mouth Checklist -- Sources and Delivery Mechanisms -- Word-of-Mouth Checklist.

Chapter 15: Word-of-Mouth Marketing for Specific Audiences and Circumstances -- How to Develop a WOMworthy Differentiation in a Practice or Profession -- Secrets of Word-of-Mouth Marketing for Specific, Special, or Narrower Circumstances -- Additional Tips, Techniques, and Suggestions -- Chapter 16: Tips, Techniques, and Suggestions That Will Make It Easier -- Who Can Help You Construct Word-of-Mouth Campaigns? -- Word-of-Mouth Fraud and Other Shady Practices -- Epilogue: Let's Talk -- Bibliography -- Recommended Reading -- Appendix -- Index.