Overview
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
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (8 chapters)
-
Front Matter
-
Back Matter
Keywords
About this book
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
Authors and Affiliations
Bibliographic Information
Book Title: The Seven Principles of WOM and Buzz Marketing
Book Subtitle: Crossing the Tipping Point
Authors: Panos Mourdoukoutas, George J. Siomkos
DOI: https://doi.org/10.1007/978-3-642-02109-1
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer-Verlag Berlin Heidelberg 2010
Hardcover ISBN: 978-3-642-02108-4Published: 15 October 2009
Softcover ISBN: 978-3-642-42517-2Published: 12 October 2014
eBook ISBN: 978-3-642-02109-1Published: 03 October 2009
Edition Number: 1
Number of Pages: XII, 104
Topics: Business and Management, general, Marketing, Management