Viral marketing and social networks /
Viral marketing is the key to marketing success in the 21st century, and advertising is one of the most important tools in the viral marketing toolkit. This book offers an in-depth look at viral marketing, beginning with a short overview of the history and evolution of the viral marketing term. As w...
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
New York, New York (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2014.
|
| Edition: | First edition. |
| Series: | Digital and social media marketing and advertising collection.
2014 digital library. |
| Subjects: | |
| Online Access: | Click to View |
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| 008 | 140525s2014 nyu foab 001 0 eng d | ||
| 020 | |z 9781606498125 |q paperback | ||
| 020 | |a 9781606498132 |q (electronic bk.) | ||
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| 050 | 4 | |a HF5415.1265 |b .P478 2014 | |
| 082 | 0 | |a 658.872 |2 23 | |
| 100 | 1 | |a Petrescu, Maria., |e author. | |
| 245 | 1 | 0 | |a Viral marketing and social networks / |c Maria Petrescu. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) : |b Business Expert Press, |c 2014. | |
| 300 | |a 1 online resource (xii, 131 pages) | ||
| 336 | |a text |2 rdacontent | ||
| 337 | |a computer |2 rdamedia | ||
| 338 | |a online resource |2 rdacarrier | ||
| 490 | 1 | |a Digital and social media marketing and advertising collection, |x 2333-8830 | |
| 500 | |a Part of: 2014 digital library. | ||
| 504 | |a Includes bibliographical references (pages 115-125) and index. | ||
| 505 | 0 | |a 1. Viral marketing -- 2. The social network -- 3. Viral marketing media -- 4. Viral marketing characteristics and tools -- 5. Viral advertising -- 6. Hybrid marketing -- 7. Releasing the virus -- 8. Results and evaluation -- 9. Negative viral campaigns -- 10. Conclusions -- References -- Index. | |
| 506 | |a Access restricted to authorized users and institutions. | ||
| 520 | 3 | |a Viral marketing is the key to marketing success in the 21st century, and advertising is one of the most important tools in the viral marketing toolkit. This book offers an in-depth look at viral marketing, beginning with a short overview of the history and evolution of the viral marketing term. As well as, differences between connected terms, such as marketing buzz, are explored. The book provides a viral marketing toolkit and explores the use of each tool in social media. Viral advertising, as a significant tool and source of viral message, is discussed in detail and examples of various companies' viral campaigns are described. The discussion also focuses on how and where businesses can post messages with viral objectives and which consumer segment is the focus of the initial targeting initiative. How to contend with negative viral campaigns is another topic of interest debated in the text. This book is intended for a broad audience, including students, and professors in business and communication schools as well as marketing practitioners. The purpose of the book is to clarify the viral marketing term and discuss the key points related to the successful creation and management of a viral marketing campaign. | |
| 588 | |a Title from PDF title page (viewed on May 25, 2014). | ||
| 590 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 | |a Social networks. | |
| 650 | 0 | |a Viral marketing. | |
| 653 | |a word-of-mouse | ||
| 653 | |a word-of-mouth | ||
| 653 | |a viral marketing | ||
| 653 | |a viral advertising | ||
| 653 | |a user generated content | ||
| 653 | |a social network | ||
| 653 | |a social media | ||
| 653 | |a message seeding | ||
| 653 | |a advertising appeals | ||
| 653 | |a buzz marketing | ||
| 653 | |a market mavens | ||
| 655 | 4 | |a Electronic books. | |
| 776 | 0 | 8 | |i Print version: |z 9781606498125 |
| 797 | 2 | |a ProQuest (Firm) | |
| 830 | 0 | |a Digital and social media marketing and advertising collection. |x 2333-8830 | |
| 830 | 0 | |a 2014 digital library. | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=1684366 |z Click to View |