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The Viral, Buzz and Word of Mouth Revolution
To order this title, and for more information, click here
Edited By
Justin Kirby, MD, Digital Media Communications Ltd (DMC), London, UK, Sydney, Australia
Paul Marsden, consultant, social psychologist, London School of Economics, UK
Description
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 St phane 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 R thlingsh fer (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.
Audience
Primary: Marketing professionals who wish to learn more about connected or 'viral' marketing in order to maximise the opportunities it
creates.
Secondary: Students on marketing degrees or professional courses run by organisations such as the CIM and IDM.
Contents
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.
| Bibliographic details |
Paperback, 216 pages, publication date: NOV-2005
ISBN-13: 978-0-7506-6634-3
ISBN-10: 0-7506-6634-X
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 40.95
USD 45.95
GBP 27.99
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Last update: 30 Nov 2009
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