The Seven Principles of WOM and Buzz Marketing, 2010 Crossing the Tipping Point
Auteurs : Mourdoukoutas Panos, Siomkos George J.
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:
Begin with the consumers
Be innovative
Target the right group
Create the right message
Find the right environment
First book to explain how to turn WOM into BUZZ
Exceeds competitive titles by explaining why WOM campaigns work for some products, while fail for others
Includes supplementary material: sn.pub/extras
Date de parution : 10-2014
Ouvrage de 104 p.
15.5x23.5 cm
Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).
Prix indicatif 52,74 €
Ajouter au panierDate de parution : 10-2009
Ouvrage de 104 p.
15.5x23.5 cm
Thèmes de The Seven Principles of WOM and Buzz Marketing :
Mots-clés :
Advertising; Campaigning; Launch; Marketing; Mass Consumer Market; Word of Mouth; viral marketing