| 000 | 02687nam a22004695i 4500 | ||
|---|---|---|---|
| 001 | 978-3-642-02109-1 | ||
| 003 | DE-He213 | ||
| 005 | 20140220084523.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 100715s2010 gw | s |||| 0|eng d | ||
| 020 |
_a9783642021091 _9978-3-642-02109-1 |
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| 024 | 7 |
_a10.1007/978-3-642-02109-1 _2doi |
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| 050 | 4 | _aHF5410-5417.5 | |
| 072 | 7 |
_aKJS _2bicssc |
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| 072 | 7 |
_aKJSM _2bicssc |
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| 072 | 7 |
_aBUS043000 _2bisacsh |
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| 082 | 0 | 4 |
_a658.8 _223 |
| 100 | 1 |
_aMourdoukoutas, Panos. _eauthor. |
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| 245 | 1 | 4 |
_aThe Seven Principles of WOM and Buzz Marketing _h[electronic resource] : _bCrossing the Tipping Point / _cby Panos Mourdoukoutas, George J. Siomkos. |
| 264 | 1 |
_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg, _c2010. |
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| 300 | _bonline resource. | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aIntroduction: 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. | |
| 520 | _aWhy 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 | ||
| 650 | 0 | _aEconomics. | |
| 650 | 0 | _aIndustrial management. | |
| 650 | 0 | _aMarketing. | |
| 650 | 1 | 4 | _aEconomics/Management Science. |
| 650 | 2 | 4 | _aMarketing. |
| 650 | 2 | 4 | _aBusiness/Management Science, general. |
| 650 | 2 | 4 | _aManagement/Business for Professionals. |
| 700 | 1 |
_aSiomkos, George J. _eauthor. |
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| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer eBooks | |
| 776 | 0 | 8 |
_iPrinted edition: _z9783642021084 |
| 856 | 4 | 0 | _uhttp://dx.doi.org/10.1007/978-3-642-02109-1 |
| 912 | _aZDB-2-SBE | ||
| 999 |
_c111389 _d111389 |
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