The Seven Principles of WOM and Buzz Marketing [recurso electrónico] : Crossing the Tipping Point / by Panos Mourdoukoutas, George J. Siomkos.

Por: Mourdoukoutas, Panos [author.]Colaborador(es): Siomkos, George J [author.] | SpringerLink (Online service)Tipo de material: TextoTextoEditor: Berlin, Heidelberg : Springer Berlin Heidelberg, 2010Descripción: XII, 104 p. online resourceTipo de contenido: text Tipo de medio: computer Tipo de portador: online resourceISBN: 9783642021091Tema(s): Economics | Industrial management | Marketing | Economics/Management Science | Marketing | Business/Management Science, general | Management/Business for ProfessionalsFormatos físicos adicionales: Printed edition:: Sin títuloClasificación CDD: 658.8 Clasificación LoC:HF5410-5417.5Recursos en línea: Libro electrónicoTexto
Contenidos:
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.
En: Springer eBooksResumen: 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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Existencias
Tipo de ítem Biblioteca actual Colección Signatura Copia número Estado Fecha de vencimiento Código de barras
Libro Electrónico Biblioteca Electrónica
Colección de Libros Electrónicos HF5410 -5417.5 (Browse shelf(Abre debajo)) 1 No para préstamo 373420-2001

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.

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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