Fuggetta tells you from the CEO's standpoint the value of building and developing advocates for your brand, business, product or service. He is in favor of building advocates not because it's the next big thing -- but rather because it's an untapped profitable marketing resource that most businesses are ignoring.
About 60% of the book lays out a solid case for an advocate strategy, by giving case studies and examples of businesses large and small that have successfully implemented an advocate strategy.
Inside the book you will also find a section with three steps to launching an advocacy plan, and even an advocate marketing plan outline, with representative examples, including one for a B2C consumer electronics business, a B2B exampe, and a B2C bed and breakfast example.
Twitter ID: @robfuggetta