Intro -- Contents -- List of Figures and Tables -- Preface -- Acknowledgments -- Introduction -- 1 What Are Customer Advocacy and Customer Sabotage (aka "Badvocacy")? -- 2 The History of Customer Advocacy and Sabotage -- 3 The Importance of Experience, Authenticity, and Trust in Customer Advocacy -- 4 The Business Case for Creating Customer Advocacy (and Eliminating the Potential Negative Impact of Alienation and Sabotage) -- 5 Measuring and Monetizing Customer Advocacy -- 6 Recommendation and Referral: The Hype and the Reality of "One Number" -- 7 The Other Side of the Coin: Negative Word- of-Mouth, and Customer Alienation and Sabotage -- 8 Intersecting Inside- Out and Outside- In Customer Advocacy -- 9 How Do Companies Create Higher Levels of Customer Advocacy Using Informal Social Communication? -- 10 Advertising versus Social Word- of-Mouth and Advocacy -- 11 Employee Advocacy (Ambassadorship) and Linkage to Customer Attitudes and Behavior -- 12 Are We There Yet? Focus on Relationships, Online/Off-Line Social Media Influence, and Clouds -- Afterword -- Epilogue Executing Advocacy Creation: The Branded Customer Experience -- References -- Index -- About the Author.