TY  - BOOK
AU  - Mourdoukoutas,Panos
AU  - Siomkos,George J.
ED  - SpringerLink (Online service)
TI  - The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point 
SN  - 9783642021091
AV  - HF5410-5417.5 
U1  - 658.8 23
PY  - 2010///
CY  - Berlin, Heidelberg
PB  - Springer Berlin Heidelberg
KW  - Economics
KW  - Industrial management
KW  - Marketing
KW  - Economics/Management Science
KW  - Business/Management Science, general
KW  - Management/Business for Professionals
N1  - 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
N2  - 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
UR  - http://148.231.10.114:2048/login?url=http://link.springer.com/book/10.1007/978-3-642-02109-1
ER  -