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

• Main Authors: Mourdoukoutas, Panos (Author), Siomkos, George J. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010.
• Subjects: 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...