Mourdoukoutas / Siomkos

The Seven Principles of WOM and Buzz Marketing

Crossing the Tipping Point
2010 2014. Buch. xii, 104 S.: 16 s/w-Tabelle, Bibliographien. Softcover
Springer ISBN 978-3-642-42517-2
Format (B x L): 15,5 x 23,5 cm
Gewicht: 191 g
In englischer Sprache
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



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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