Connected Marketing

Justin Kirby, Paul Marsden (Herausgeber)

Buch | Softcover

320 Seiten

2005
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-6634-3 (ISBN)

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Talks about the state of the art in viral, buzz and word-of-mouth marketing. This work shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand. It focuses on the consumer to consumer approach to marketing: word of mouth.

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.

Justin Kirby, MD of Digital Media Communications Ltd (DMC) based in London and Sydney Justin started his career in the mid-80s working on ground-breaking multimedia installation projects, including the famous Herbie Hancock video robotics models. In 1994 Justin founded DMC, the experts in planning, seeding and tracking online viral and buzz marketing campaigns for major brands, including Diesel, EA Sports, Eidos, Levi's, Mates, Mazda, MTV, Sony Ericsson, Ubi Soft, Virgin and Xbox. Dr Paul Marsden is a consultant social psychologist for the London School of Economics, specialising in the dynamics of fashions and fads. With a PhD in social contagion and a background in marketing, his expertise is in generating and managing positive word of mouth for new products.

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.

Erscheint lt. Verlag	9.11.2005
Verlagsort	Oxford
Sprache	englisch
Maße	156 x 234 mm
Gewicht	590 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-7506-6634-X / 075066634X
ISBN-13	978-0-7506-6634-3 / 9780750666343
Zustand	Neuware