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Table of Contents

Foreword v Preface ix Acknowledgments xiii Introduction xv Part 1 Word of Mouth Recommendations: Marketing's Holy Grail CHAPTER 1 Stew Leonard's and the 30-Minute Recommendation 3 CHAPTER 2 Why Angie and Her List of RecommendationsAre Worth $1.4 Billion 9 CHAPTER 3 Fixing What Advertising Has Broken 21 CHAPTER 4 A Whole New Model for a Whole New World 29 CHAPTER 5 The Power of Positive Recommendations 39 CHAPTER 6 Why, Where, and How We Recommend 47 CHAPTER 7 Some Recommendations Are More Valuable Than Others:The Oprah Effect and the Infl uencer Ecosystem 63 Part 2 The Road Map to Recommendations CHAPTER 8 Know: Understanding Where and How Your Brand-andYour Competitors-Are Talked About and Recommended 81 CHAPTER 9 Plan: Articulating Your Shareable Story, BoostingYour Search Ranking, and Formalizing Your Paid,Earned, and Owned Recommendable Brand Strategy 95 CHAPTER 10 Identify: Discovering Those People Whose RecommendationsInfluence Your Brand's Purchase Decisions 113 CHAPTER 11 Activate: Creating Compelling Content and ExperiencesThat Engage-The 90/10 Rule 125 CHAPTER 12 Protect: Identifying and Neutralizing DeterminedDetractors: Hear Me's, Reputation Terrorists,and Competitive Destroyers 139 Part 3 Beyond Marketing: Operationalizing Recommendations CHAPTER 13 Customer Service That Gets You Recommended 153 CHAPTER 14 Attracting and Keeping the Best: Becoming theMost Recommended Place to Work 169 CHAPTER 15 Creating Products and Offerings Your CustomersTell You They Will Buy: Product Innovation and R&D 187 CHAPTER 16 Tying It All Together: Becoming a HighlyRecommended Business 201 Endnotes 215 Index 219

About the Author

PAUL M. RAND is the founder, president, and CEO of Zocalo Group, one of the world's leading digital, social media, and word of mouth marketing agencies and one of the fastest growing companies inside Omnicom Group. He also serves at the Chief Digital Officer for Ketchum, a leading global communications firm. He served as president of the Word of Mouth Marketing Association (WOMMA) and is on the board of the national Council of Better Business Bureaus and vice chairman of the Dean's Advisory Board for DePaul University's Driehaus College of Business and Kellstadt Graduate School of Business. WWW.HIGHLYRECOMMENDEDBOOK.COM


"The book is well-written and easy to read. Rand introduces a few new concepts that are easy to implement into any type of marketing. It's a great book for those new to marketing, and it's a good refresher for those that have been in marketing for a while." BlogCritics 20130924

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