そのエッセンスを知ることができます。
学術的な話も入っているので多少難しい一面もありますが、２度３度読む価値がある本です。

クチコミを生み出したいなら是非ご一読を。

ただ、「こうすればバズは起こりやすい」っていうのはクリアだけど、その「こうすれば」を実現するのはまた大変だぞ…というところです。もちろん、やみくもに試すのに比べれば、意識的に「バズを起こす」努力をすることは大事だと思います。

あくまで、基本はしっかりした製品・サービスと、正直な情報提供にあるということですから、心理学でダメな製品を売ってしまおうという内容ではありません。念のため。

Take the conception of "Word of mouth" into the marketing activity.
This book is a business book to take The word of mouth into marketing.
The word of mouth is called a guerrilla activity. It has been disregarded as a marketing technique.

However, this idea is changing gradually because of the development of the information tool including The NET.
This book is being written by the theory establishment that obtains it from the research of two years concerning Word of mouth.
This book introduces Word of mouth spread program of @cosme that it is consumer investigation Research.
@cosme　is famaous cosmetics word of mouth site. http://www.cosme.net/cosme/asp/top/main.asp

It is a business book that presents how the use of word of mouth to marketing.
It introduces whether it becomes easy to extend.
Moreover, it explains the usage of word of mouth Marketing with 20 cases how to organize the person who causes word of mouth.
How to encourage the first word of mouth marketing
Related word of mouth power of marketing and word of mouth is verified.

1.Point of word of mouth execution
2.Word of mouth use to marketing
3.Word of mouth in The NET,blog
4.The second word　of mouth marketing cases
5.The boom is created with infomercial PR.
6.Word of mouth power is drawn out by participation in the 7.product development.
8.It gives birth to the hit by Word of mouth phrase and sampling.
9."Inflenshal marketing"

The amount that modern people come in contact with information increases greatly compared with the age. Modern people　oppositely decrease gradually time for one matter to have and to memorize the concern, and can say that they will not memorize the concern for the brand and service easily.
The person, the thing, money, and information are necessary economic generally resources of the enterprise. The person is regarded as management resources in the point chiefly called an employee, and the customer is management resource.
The customer might have to be made a resource, to create an excellent relation, and to solve the above-mentioned problem. The thing to capture the customer as a business property is a base of a fundamental idea of 'The Word of Mouth' marketing.
Up to now, 'The Word of Mouth' has not been systematized from the point that the information sending side cannot be controlled as a marketing technique. However, the hot-selling product is created by 'The Word of Mouth' effect in the marketing process, and the commodity that has succeeded in long-term brand construction exists surely. Moreover, writing increases by the progress of IT by the bulletin board of the
Ｉnternet community such as 'The Word of Mouth' site, and there is an example of sell of the shop doubling, too.

ただし、なんというか、表現が難しいのですが、表層的な感じがしました。
きれいすぎて現実味が薄いというか・・・
くちコミって、捉えにくいものであると同時に、もっと奥の深い、あるいはドロドロした部分があるように思います。
恐らくは「わかりやすさ」を主眼において書かれたためだと思いますが、もし次回作があるならば、くちコミの奥深さや現実味をもっと出していただけるといいなぁと思いました。

でもこの本はこれとして、くちコミをわかりやすく伝えるという意味でよい本だと思います。