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

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

Autor Panos Mourdoukoutas, George J. Siomkos
en Limba Engleză Paperback – 12 oct 2014
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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Specificații

ISBN-13: 9783642425172
ISBN-10: 3642425178
Pagini: 116
Ilustrații: XII, 104 p.
Dimensiuni: 155 x 235 x 6 mm
Greutate: 0.18 kg
Ediția:2010
Editura: Springer Berlin, Heidelberg
Colecția Springer
Locul publicării:Berlin, Heidelberg, Germany

Public țintă

Professional/practitioner

Cuprins

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.

Textul de pe ultima copertă

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

Caracteristici

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 Includes supplementary material: sn.pub/extras