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

• Κύριοι συγγραφείς: Mourdoukoutas, Panos (Συγγραφέας), Siomkos, George J. (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Θέματα: Business.; Management science.; Marketing.; Management.; Business and Management.; Business and Management, general.

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...

Πίνακας περιεχομένων:

• 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.