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The Seven Principles of WOM and Buzz Marketing

Crossing the Tipping Point

  • Panos Mourdoukoutas
  • George J. Siomkos

Table of contents

  1. Front Matter
    Pages i-xii
  2. Panos Mourdoukoutas, George J. Siomkos
    Pages 1-8
  3. Panos Mourdoukoutas, George J. Siomkos
    Pages 9-17
  4. Panos Mourdoukoutas, George J. Siomkos
    Pages 19-26
  5. Panos Mourdoukoutas, George J. Siomkos
    Pages 27-39
  6. Panos Mourdoukoutas, George J. Siomkos
    Pages 41-50
  7. Panos Mourdoukoutas, George J. Siomkos
    Pages 51-60
  8. Panos Mourdoukoutas, George J. Siomkos
    Pages 61-75
  9. Panos Mourdoukoutas, George J. Siomkos
    Pages 77-94
  10. Back Matter
    Pages 95-104

About this book

Introduction

Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers!

The transformation of a desire for a product into an "epidemic" was, is and will always be the dream of each and every marketer. For some marketers this dream becomes reality. For others it remains simply a fantasy. "The Seven Principles of WOM and Buzz Marketing" offers the essential tools – seven simple steps – to launch an effective WOM and buzz campaign that helps products to cross the tipping point and to reach the mass market:

Begin with the consumers

Be innovative

Target the right group

Create the right message

Find the right environment

Keywords

Advertising Campaigning Launch Marketing Mass Consumer Market Word of Mouth viral marketing

Authors and affiliations

  • Panos Mourdoukoutas
    • 1
  • George J. Siomkos
    • 2
  1. 1.Dept. EconomicsLong Island UniversityBrookvilleU.S.A.
  2. 2.Economics & BusinessAthens University ofAthensGreece

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-02109-1
  • Copyright Information Springer-Verlag Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-02108-4
  • Online ISBN 978-3-642-02109-1
  • Buy this book on publisher's site