Ebook: The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point
- Tags: Marketing, Business/Management Science general, Management/Business for Professionals
- Year: 2010
- Publisher: Springer-Verlag Berlin Heidelberg
- Edition: 1
- Language: English
- pdf
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
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
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
Content:
Front Matter....Pages i-xii
Introduction: How to Cross the Tipping Point....Pages 1-8
Principle 1: Begin with the Consumer....Pages 9-17
Principle 2: Be Innovative....Pages 19-26
Principle 3: Target the Right Group....Pages 27-39
Principle 4: Create the Right Message....Pages 41-50
Principle 5: Find the Right Context....Pages 51-60
Principle 6: Launch a WOM Campaign....Pages 61-75
Principle 7. Turn WOM into Buzz....Pages 77-94
Back Matter....Pages 95-104
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
Content:
Front Matter....Pages i-xii
Introduction: How to Cross the Tipping Point....Pages 1-8
Principle 1: Begin with the Consumer....Pages 9-17
Principle 2: Be Innovative....Pages 19-26
Principle 3: Target the Right Group....Pages 27-39
Principle 4: Create the Right Message....Pages 41-50
Principle 5: Find the Right Context....Pages 51-60
Principle 6: Launch a WOM Campaign....Pages 61-75
Principle 7. Turn WOM into Buzz....Pages 77-94
Back Matter....Pages 95-104
....