are changing the drivers that define how marketing techniques are developed and refined. This paper identifies critical … factors for viral marketing, an Internet-based 'word-of-mouth' marketing technique. Based on existing knowledge, five types of … viral marketing factors that may critically influence the success of viral marketing campaigns are identified. These factors …

werden. Vielmehr bestehe die Aufgabe des Marketing darin, Prozesse zu initiieren, durch die die Kommunikation der Kunden …