Designing and Implementing Your Marketing Plan
Besides having a statement that describes your business, a marketing plan for obtaining word-of-mouth should identify the people who are in a good position to recommend your business to others, and the action you will take to stimulate them to make recommendations.
Your Marketing List--the Who of Your Marketing Plan
One important tool to a small business is an up-to-date contact list of your customers, prospects, suppliers, friends, and community contacts.
There are various legal ways to collect this information: if you do not collect it in the course of doing business, you can request it from customers overtly (give-always and drawings can be helpful in obtaining this).
In addition to contact information, keep notes when possible to help you remember people and their roles. Also, keep a note of when any address was received and updated.
The author suggests using index cards, but software is probably a more practical solution.
Marketing Actions
The author explains the difference between direct marketing (promoting your company directly), parallel marketing (promoting an interest or industry that is related to your company), and peer-to-peer marketing (getting someone else to shill your business)
What strikes me is that this seems to run contrary to what she's been advising all along: to avoid advertising. I think this may be crossing the line a bit, even though the examples provided are things like inviting people to an event sponsored by your business rather than pressing them to "buy now" - this may not be sales promotion, but it is still advertising nonetheless.