Viral Marketing: Potential and Pitfalls [Paperback]

Michael Bryce (Author)

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Book Description

Publication Date: February 1, 2007

The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.

Product Details

Paperback: 84 pages
Publisher: VDM Verlag Dr. Mueller e.K. (February 1, 2007)
Language: English
ISBN-10: 3865501745
ISBN-13: 978-3865501745
Product Dimensions: 8.5 x 5.5 x 0.2 inches
Shipping Weight: 5 ounces (View shipping rates and policies)
Amazon Best Sellers Rank: #3,257,950 in Books (See Top 100 in Books)

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