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ISBN 10: 0230285090
ISBN 13: 978-0230285095
Author: Vogelaar
With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By cultivating the superpromter they can more effectiviely promote their brand.
1 INTRODUCTION
A ROCK STAR’S LIFE
THE PROMISE CONTAINED IN THE SUPERPROMOTER
2 STARTING FROM SCRATCH: LET ME TELL YOU SOME MORE . . .
DEFINITION AND DESCRIPTIONS
THREE ESSENTIAL CHARACTERISTICS IN CLOSE-UP
THE EXPONENTIAL POWER OF THE SUPERPROMOTER
THE SUPERPROMOTER: COACH, MOTIVATOR AND INSPIRER
THE ANTIPROMOTER: A FORMIDABLE FOE
WHAT KIND OF PEOPLE ARE SUPERPROMOTERS?
THE SITUATIONAL SUPERPROMOTER
THE SUPERPROMOTER APPEARS IN DIFFERENT GUISES
IN CONCLUSION . . . AND PEEKING FORWARD
3 AN EVOLUTION IN CUSTOMER ORIENTATION
INTRODUCTION
EVOLUTIONARY STEP # 1: STRIVING FOR SATISFIED AND LOYAL CUSTOMERS
EVOLUTIONARY STEP # 2: AIMING FOR ENTHUSIASM
EVOLUTIONARY STEP #3: AIMING FOR SUPERPROMOTERS
THE UNCOMFORTABLE, THE UNPLEASANT AND THE UNKNOWN
IN CONCLUSION . . . AND PEEKING FORWARD
4 THE TOOLBOX
INTRODUCTION
THE NET PROMOTER SCORE® (NPS®) AS MEASUREMENT FOR ENTHUSIASM
OTHER INDICATORS FOR ENTHUSIASM
SHARING ENTHUSIASMS; THE SOCIAL SHARING METRIC (SSM)
DETERMINING INFLUENCE; THE INFLUENCE METRIC (IFM)
IDENTIFYING THE ANTIPROMOTER
IN CONCLUSION . . . AND PEEKING FORWARD
5 GETTING TO WORK WITH ODILIA
INTRODUCTION
THE PRELIMINARY PHASE (ORIENTATION, DEFINITION AND INVITATION)
LISTENING
INTERPRETATION
ASSISTING THE SUPERPROMOTER
IN CONCLUSION . . . AND PEEKING FORWARD
6 IT’S THE END OF THE WORLD AS WE KNOW IT
INTRODUCTION
THE END OF PRODUCT DEVELOPMENT AS WE KNOW IT
THE END OF MARKETING AS WE KNOW IT
THE END OF MARKET RESEARCH AS WE KNOW IT
THE END OF MANAGEMENT AS WE KNOW IT
Postscript
A Thank You to my Superpromoters
the super power of me
the power of enthusiasm
the promoter cast
the super power of me project
the super pops turn evil
Tags: Vogelaar, The Superpromoter, The Power
