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

by Panos Mourdoukoutas, George J. Siomkos

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 effe

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Year of publication:	2009
Authors:	Mourdoukoutas, Panos
Other Persons:	Siomkos, George J. (contributor)
Publisher:	Berlin, Heidelberg : Springer-Verlag Berlin Heidelberg
Subject:	Virales Marketing \| Viral marketing \| Mund-zu-Mund-Werbung \| Viral Marketing \| Werbekampagne
Description of contents:	Table of Contents [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de] ; Description [swbplus.bsz-bw.de]

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Extent:	Online-Ressource (digital)
Series:	SpringerLink / Bücher
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record 188998_1_En_FM1_OnlinePDF.pdf; Outline placeholder; 188998_1_En_1_Chapter_OnlinePDF.pdf; Chapter Chapter 1: Introduction: How to Cross the Tipping Point; 188998_1_En_2_Chapter_OnlinePDF.pdf; Chapter Chapter 2: Principle 1: Begin with the Consumer; 188998_1_En_3_Chapter_OnlinePDF.pdf; Chapter Chapter 3: Principle 2: Be Innovative; 188998_1_En_4_Chapter_OnlinePDF.pdf; Chapter Chapter 4: Principle 3: Target the Right Group; 188998_1_En_5_Chapter_OnlinePDF.pdf; Chapter Chapter 5: Principle 4: Create the Right Message; 188998_1_En_6_Chapter_OnlinePDF.pdf Chapter Chapter 6: Principle 5: Find the Right Context188998_1_En_7_Chapter_OnlinePDF.pdf; Chapter Chapter 7: Principle 6: Launch a WOM Campaign; 188998_1_En_8_Chapter_OnlinePDF.pdf; Chapter Chapter 8: Principle 7. Turn WOM into Buzz; 188998_1_En_BM2_OnlinePDF.pdf; Chapter : Bibliography; Mourdoukoutas_About-the-Authors_o.pdf
ISBN:	978-3-642-02109-1 ; 978-3-642-02108-4
Other identifiers:	10.1007/978-3-642-02109-1 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013522765