000			02431nam a2200265Ia 4500
001			2087
008			230305s2012 xx 000 0 und d
020			_a9781591844426
040			_cTBS
041			_aeng
043			_aen_UK
050			_aHF5438.25 _b.J36 2012
100			_aJantsch, John _95245 _eauthor
245		4	_aThe referral engine _b: teaching your business how to market itself _c/ John Jantsch.
260			_aNew York, NY : _bPortfolio Penguin, _c2012.
300			_axii, 243 pages ; 21cm.
504			_aIncludes index.
505			_aThe realities of referral — The qualities of referral — The path to referral — The referral system view — Your authentic strategy — Content as marketing driver — Convergence strategies — Your customer network — The strategic partner network — Ready to receive — Referral-specific campaigns — Snack-sized suggestions — Workshop.
520			_aThe power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company. Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends — it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include: a) Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening. b) The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical. c) Educate your customers.
650		0	_aBusiness referrals _99656
650		0	_aViral marketing _98791
650		0	_aWord-of-mouth advertising _99657
653			_aBibliography B3 DM - eCommerce Fundamentals
942			_2lcc
999			_c2026 _d2026