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Understanding Word of Mouth Marketing

Straight from the horse’s mouth? Sorry, we could’t resist. This video from the Word of Mouth Marketing Association (WOMMA), does a great job of demystifying word of mouth marketing. WOMMA is a non-profit organization dedicated to advancing and advocating the discipline of credible word of mouth marketing and promoting word of mouth as a solution to business...

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Marketing Mistakes In A Socially-Connected World

By Scott Abel, The Content Wrangler Fifteen years ago, in his best-selling book, “How to Drive Your Competition Crazy: Creating Disruption For Fun and Profit”, business strategy guru Guy Kawasaki provided some excellent guidance for companies in competitive markets looking to differentiate themselves from their competition. His advice: When battling it out, make sure you choose the right enemy. Oh sure, there were many more bits of wisdom offered up by Kawasaki in his 234-page business strategy book, but the big message is something many companies have yet to understand: Don’t act stupid! One example of a major player that is both acting stupid and aiming their efforts at an enemy they may regret targeting is Oracle. The company, whose primary offerings are relational database management software systems, is apparently feeling a little threatened by MarkLogic, a much smaller, privately held, software company that has developed a different — read: potentially better — way of managing data and making it actionable by those who need to gain knowledge and insight from large sets of information. The MarkLogic Server aims to solve an important problem faced by almost every content-heavy organization today: How to manage and act upon (in meaningful ways) the large pool of structured, semi-structured and unstructured content of importance to the organization. MarkLogic Server has gained increasing acceptance in the content industry — and lots of big...

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What Is A Book And Why Does It Matter?

By Richard Hamilton, special to The Content Wrangler According to the Open Dictionary, a book is: “Sheets of paper bound together to hinge at one edge. If blank sheets of paper this is commonly referred to as a notebook, however most books are printed material.” The definition above is remarkably consistent across dictionaries, but while this is the “dictionary” definition, it is not a true picture of what most of us think of when we think of a book. Over the hundreds of years that make up the history of books, we have built up a set of expectations that go far beyond the dictionary definition. This expectation even carries over to the blank book. If you’ve ever owned a bound, blank book – and judging from the space given over to blank books in book stores, a lot of us have – I’ll bet that you treat it differently from the way you treat a spiral bound notebook or pad of paper. You probably don’t use it for shopping lists, reminders, or other ephemeral writings. Almost unconsciously, we place a higher standard on what we put into a book. To explore what a book means, beyond “sheets of paper bound together,” let’s look at the process used to create a book from material that is already published. I’ll use as my example Joel Spolsky’s two books, Joel on...

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