The Seven Principles of WOM and Buzz Marketing

Name: The Seven Principles of WOM and Buzz Marketing
Author: Panos Mourdoukoutas

Crossing the Tipping Point

Gebonden Engels 2009 2010e druk 9783642021084

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Samenvatting

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

Specificaties

ISBN13:9783642021084

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:104

Uitgever:Springer Berlin Heidelberg

Druk:2010

Hoofdrubriek:Reclame en verkoop, Algemeen management, Organisatiekunde

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Inhoudsopgave

Introduction: How to Cross the Tipping Point.- Principle 1: Begin with the Consumer.- Principle 2: Be Innovative.- Principle 3: Target the Right Group.- Principle 4: Create the Right Message.- Principle 5: Find the Right Context.- Principle 6: Launch a WOM Campaign.- Principle 7. Turn WOM into Buzz.