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The Seven Principles of WOM and Buzz Marketing

Crossing the Tipping Point

Authors: Mourdoukoutas, Panos, Siomkos, George J.

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  • Explains how to create a buzz using word-of-mouth marketing (WOM)
  • Examines why WOM campaigns work for some products, while fail for others
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eBook $84.99
price for USA in USD (gross)
  • ISBN 978-3-642-02109-1
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA in USD
  • ISBN 978-3-642-02108-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA in USD
  • ISBN 978-3-642-42517-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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

Table of contents (8 chapters)

Table of contents (8 chapters)

Buy this book

eBook $84.99
price for USA in USD (gross)
  • ISBN 978-3-642-02109-1
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.99
price for USA in USD
  • ISBN 978-3-642-02108-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $109.99
price for USA in USD
  • ISBN 978-3-642-42517-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Seven Principles of WOM and Buzz Marketing
Book Subtitle
Crossing the Tipping Point
Authors
Copyright
2010
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-02109-1
DOI
10.1007/978-3-642-02109-1
Hardcover ISBN
978-3-642-02108-4
Softcover ISBN
978-3-642-42517-2
Edition Number
1
Number of Pages
XII, 104
Topics