Connected marketing: the viral, buzz and word of mouth revolution
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier
2006
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXV, 282 S. Ill. |
| ISBN: | 075066634X |
Internformat
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Datensatz im Suchindex
| _version_ | 1808496922928873472 |
|---|---|
| adam_text |
Contents
Contributors vii
Foreword by Emanuel Rosen ix
Acknowledgements xii
Trademarks xiii
Introduction and summary xv
Paul Marsden
Part One: Connected Marketing Practice 1
1 Seed to spread: how seeding trials ignite epidemics 3
of demand
Paul Marsden
2 Live buzz marketing 24
Justin Foxton
3 Creating brand advocates 47
Sven Rusticus
4 Brewing buzz 59
Liam Mulhall
5 Buzzworthy PR 71
Graham Goodkind
6 Viral marketing 87
Justin Kirby
7 Online opinion leaders: a predictive guide for viral 107
marketing campaigns
Idii Cakim
8 Buzz monitoring 119
Pete Snyder
vi Contents
9 Changing the game 129
Steve Curran
10 Blog marketing 148
Andrew Corcoran, Paul Marsden, Thomas Zorbach
and Bernd Rôthlingshôfer
Part Two: Connected Marketing Principles 159
11 Word of mouth: what we really know - and what we don’t 161
Greg Nyilasy
12 Black buzz and red ink: the financial impact of negative 185
consumer comments on US airlines
Bradley Ferguson
13 Myths and promises of buzz marketing 197
Stéphane Allard
14 Buzz marketing: the next chapter 208
Schuyler Brown
15 How to manage connected marketing 232
Martin Getting
16 Conclusion: the future of connected marketing 267
Justin Kirby
Index
275 |
| adam_txt |
Contents
Contributors vii
Foreword by Emanuel Rosen ix
Acknowledgements xii
Trademarks xiii
Introduction and summary xv
Paul Marsden
Part One: Connected Marketing Practice 1
1 Seed to spread: how seeding trials ignite epidemics 3
of demand
Paul Marsden
2 Live buzz marketing 24
Justin Foxton
3 Creating brand advocates 47
Sven Rusticus
4 Brewing buzz 59
Liam Mulhall
5 Buzzworthy PR 71
Graham Goodkind
6 Viral marketing 87
Justin Kirby
7 Online opinion leaders: a predictive guide for viral 107
marketing campaigns
Idii Cakim
8 Buzz monitoring 119
Pete Snyder
vi Contents
9 Changing the game 129
Steve Curran
10 Blog marketing 148
Andrew Corcoran, Paul Marsden, Thomas Zorbach
and Bernd Rôthlingshôfer
Part Two: Connected Marketing Principles 159
11 Word of mouth: what we really know - and what we don’t 161
Greg Nyilasy
12 Black buzz and red ink: the financial impact of negative 185
consumer comments on US airlines
Bradley Ferguson
13 Myths and promises of buzz marketing 197
Stéphane Allard
14 Buzz marketing: the next chapter 208
Schuyler Brown
15 How to manage connected marketing 232
Martin Getting
16 Conclusion: the future of connected marketing 267
Justin Kirby
Index
275 |
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| spelling | Connected marketing the viral, buzz and word of mouth revolution ed. by Justin Kirby ... 1. ed. Amsterdam [u.a.] Elsevier 2006 XXXV, 282 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marketing Viral marketing Word-of-mouth advertising Marketing (DE-588)4037589-4 gnd rswk-swf Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd rswk-swf Buzz-Marketing (DE-588)1069965308 gnd rswk-swf Viral Marketing (DE-588)7564917-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Buzz-Marketing (DE-588)1069965308 s Mund-zu-Mund-Werbung (DE-588)4509885-2 s DE-604 Marketing (DE-588)4037589-4 s Viral Marketing (DE-588)7564917-2 s 1\p DE-604 Kirby, Justin Sonstige oth KOBV Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015014577&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Connected marketing the viral, buzz and word of mouth revolution Marketing Viral marketing Word-of-mouth advertising Marketing (DE-588)4037589-4 gnd Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd Buzz-Marketing (DE-588)1069965308 gnd Viral Marketing (DE-588)7564917-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4509885-2 (DE-588)1069965308 (DE-588)7564917-2 (DE-588)4143413-4 |
| title | Connected marketing the viral, buzz and word of mouth revolution |
| title_auth | Connected marketing the viral, buzz and word of mouth revolution |
| title_exact_search | Connected marketing the viral, buzz and word of mouth revolution |
| title_exact_search_txtP | Connected marketing the viral, buzz and word of mouth revolution |
| title_full | Connected marketing the viral, buzz and word of mouth revolution ed. by Justin Kirby ... |
| title_fullStr | Connected marketing the viral, buzz and word of mouth revolution ed. by Justin Kirby ... |
| title_full_unstemmed | Connected marketing the viral, buzz and word of mouth revolution ed. by Justin Kirby ... |
| title_short | Connected marketing |
| title_sort | connected marketing the viral buzz and word of mouth revolution |
| title_sub | the viral, buzz and word of mouth revolution |
| topic | Marketing Viral marketing Word-of-mouth advertising Marketing (DE-588)4037589-4 gnd Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd Buzz-Marketing (DE-588)1069965308 gnd Viral Marketing (DE-588)7564917-2 gnd |
| topic_facet | Marketing Viral marketing Word-of-mouth advertising Mund-zu-Mund-Werbung Buzz-Marketing Viral Marketing Aufsatzsammlung |
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