Connected marketing: the viral, buzz and word of mouth revolution
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier
2007
|
| Ausgabe: | Reprinted |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXV, 282 S. Ill., graph. Darst. |
| ISBN: | 075066634X |
Internformat
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| 245 | 1 | 0 | |a Connected marketing |b the viral, buzz and word of mouth revolution |c ed. by Justin Kirby ... |
| 250 | |a Reprinted | ||
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Datensatz im Suchindex
| _version_ | 1808496922936213504 |
|---|---|
| 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
BuzzworthyPR
71
Graham Goodkind
6
Viral marketing
87
Justin Kirby
7
Online opinion leaders: a predictive guide for viral
107
marketing campaigns
Idil Cakim
8
Buzz monitoring
119
Pete
Sny
der
Vi
Contents
9
Changing the game
129
Steve
Curran
10
Blog marketing
148
Andrew Corcoran, Paul
Marsden,
Thomas Zorbach
and
Bernd Röthlingshöfer
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 Oetting
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
BuzzworthyPR
71
Graham Goodkind
6
Viral marketing
87
Justin Kirby
7
Online opinion leaders: a predictive guide for viral
107
marketing campaigns
Idil Cakim
8
Buzz monitoring
119
Pete
Sny
der
Vi
Contents
9
Changing the game
129
Steve
Curran
10
Blog marketing
148
Andrew Corcoran, Paul
Marsden,
Thomas Zorbach
and
Bernd Röthlingshöfer
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 Oetting
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 ... Reprinted Amsterdam [u.a.] Elsevier 2007 XXXV, 282 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier 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 Aufsatzsammlung - Marketing - Interpersonale Kommunikation Marketing (DE-588)4037589-4 s Viral Marketing (DE-588)7564917-2 s DE-604 Buzz-Marketing (DE-588)1069965308 s Mund-zu-Mund-Werbung (DE-588)4509885-2 s 1\p DE-604 Kirby, Justin Sonstige oth Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016682468&sequence=000002&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 (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 (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 Mund-zu-Mund-Werbung Buzz-Marketing Viral Marketing Aufsatzsammlung Aufsatzsammlung - Marketing - Interpersonale Kommunikation |
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