Connected marketing : the viral, buzz and word of mouth revolution / edited by Jusin Kirby and Paul Marsden.
Contributor(s): Kirby, Justin
| Marsden, PaulPublisher: Oxford : Butterworth-Heinemann, 2006Description: xxxv, 282 p. ill.; 24cm001: 13746ISBN: 075066634X; 9780750666343Subject(s): Marketing | Word-of-mouth advertising | Viral marketingDDC classification: 658.8 LOC classification: HF5415
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
| Book | MAIN LIBRARY Book | 658.8 CON (Browse shelf(Opens below)) | 1 | Available | 088970 |
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Enhanced descriptions from Syndetics:
Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling 'Anatomy of Buzz') Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Contributors (p. vii)
- Foreword (p. ix)
- Acknowledgements (p. xii)
- Trademarks (p. xiii)
- Introduction and summary (p. xv)
- Part 1 Connected Marketing Practice (p. 1)
- 1 Seed to spread: how seeding trials ignite epidemics of demand (p. 3)
- 2 Live buzz marketing (p. 24)
- 3 Creating brand advocates (p. 47)
- 4 Brewing buzz (p. 59)
- 5 Buzzworthy PR (p. 71)
- 6 Viral marketing (p. 87)
- 7 Online opinion leaders: a predictive guide for viral marketing campaigns (p. 107)
- 8 Buzz monitoring (p. 119)
- 9 Changing the game (p. 129)
- 10 Blog marketing (p. 148)
- Part 2 Connected Marketing Principles (p. 159)
- 11 Word of mouth: what we really know - and what we don't (p. 161)
- 12 Black buzz and red ink: the financial impact of negative consumer comments on US airlines (p. 185)
- 13 Myths and promises of buzz marketing (p. 197)
- 14 Buzz marketing: the next chapter (p. 208)
- 15 How to manage connected marketing (p. 232)
- 16 Conclusion: the future of connected marketing (p. 267)
- Index (p. 275)
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