The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point.

The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point.

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Bibliographic Details
Author / Creator:Mourdoukoutas, Panos, Author.
Imprint:New York : Springer Oct. 2009.
Description:1 online resource (xii, 104 p.) ill.
Language:English
Subject:
Word-of-mouth advertising.
Marketing.
Marketing.
Word-of-mouth advertising.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/8891924
Hidden Bibliographic Details
Other authors / contributors:Siomkos, George J., Author.
ISBN:9783642021084
3642021085 (Trade Cloth)
9783642021091
3642021093
Notes:Includes bibliographical references (p. 95-100).
Summary:Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers! The transformation of a desire for a product into an epidemic was, is and will always be the dream of each and every marketer. For some marketers this dream becomes reality. For others it remains simply a fantasy. The Seven Principles of WOM and Buzz Marketing offers the essential tools - seven simple steps - to launch an effective WOM and buzz campaign that helps products to cross the tipping point and to reach the mass market.
Target Audience:Scholarly & Professional Springer.

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