Connected Marketing (eBook, ePUB)

Redaktion: Kirby, Justin; Marsden, Paul

• Format: ePub

Produktbeschreibung

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 Stphane 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 Rthlingshfer (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.
* Focuses on the consumer to consumer approach to marketing: word of mouth
* Advises on ways to create an epidemic demand for a newproduct or service
* Shows how to identify and form relationships with socially infectious individuals in order to convey the marketing message

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 216
• Erscheinungstermin: 7. Juni 2007
• Englisch
• ISBN-13: 9781136415647
• Artikelnr.: 38443378

Autorenporträt

Justin Kirby, Paul Marsden

Inhaltsangabe

Foreword
Introduction: connected marketing - harnessing the power of people media
The crisis in marketing
The people media revolution
Influencers: who are they and how to reach them
Infectious ideas: what makes an idea contagious
Making it happen: word of mouse campaigns that connect
Making it happen: infectious word of mouth campaigns
Integrating connected marketing into the marketing mix
Conclusion: connecting with customers in a networked age
Appendix: lexicon of connected marketing
Appendix: further reading.