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The seven principles of WOM and buzz marketing : crossing the tipping point

Author: Panos Mourdoukoutas; George J Siomkos
Publisher: Berlin ; Heidelberg : Springer, 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Publication:Seven Principles of WOM and Buzz Marketing.
Summary:

Why are word-of-mouth (WOM) campaigns effective for some products while not for others? This book presents seven simple steps to launch an effective word-of-mouth and buzz campaign that helps  Read more...

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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Panos Mourdoukoutas; George J Siomkos
ISBN: 9783642021091 3642021093 9783642021084 3642021085
OCLC Number: 699168298
In: Mourdoukoutas, Panos
Notes: In: Springer-Online.
Description: 1 online resource (Online-Ressource.) : v.: digital.
Contents: 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.
Responsibility: Panos Mourdoukoutas; George J. Siomkos.

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