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.
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Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
Justin Kirby,Paul Marsden
Ограниченный просмотр - 2006
adidas advergaming advertising airline alternate reality games approach archived beer blog marketing bloggers brand advocacy brand advocates brand awareness branded game Brewtopia Burson–Marsteller business intelligence buzz and word buzzworthy Chapter clients connected marketing consumers create creative customers developed e-fluentials entertainment Euro RSCG example friends Hawthorne Effect Icecards idea identify impact industry influence influential initiatives interaction Internet involved Journal launch live buzz marketing manage marketing communications Marketing Research measure million mouth communication mouth marketing negative comments negative word online games online viral opinion leaders opinion leadership opinion-leading participants Paul Marsden peer-to-peer players Pontiac G6 potential Procter & Gamble product or service programmes promotion sampling seeding trials social spread stealth marketing story Subservient Chicken success talk target market techniques traditional marketing Tremor users viral campaign viral marketing campaign what’s word of mouth