The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point - Softcover

Über die Autorin bzw. den Autor

Panos Mourdoukoutas is a Professor of Economics at Long Island University, USA. He also teaches at Columbia University. He has published several articles in professional journals and magazines, including Epoch Times, International Business Times, Barron’s, Forbes, The New York Times, Japan Times, Newsday, Journal of Financial Research, Journal of Business Strategy, European Management Review, Management International Review, and the Journal of Risk and Insurance. He has also published several books, including Business Strategy in a Semiglobal Economy, Entrepreneurship: Institutions and Policies, The Ten Golden Rules of Leadership, and The Seven Principles of WOM and Buzz Marketing. Christopher Bates is the Associate Dean at the Long Island University Business School School of Business, USA. He also serves as the Faculty Advisor for the Student Investment Fund at Long Island University. Before transitioning to academia, Dr. Bates built a distinguished 24-year career on Wall Street as a Member of the New York Stock Exchange, specializing in market-making for major companies such as Goodyear, Valero, United Airlines, and Genentech. He held leadership roles as Vice President at Robb, Peck & McCooey, Managing Member at Benjamin Jacobson & Sons, and Managing Director at Goldman Sachs. He earned his undergraduate degrees from Long Island University and his Doctorate from Northeastern University.

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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