Coverart for item
The Resource Viral marketing and social networks, Maria Petrescu, (electronic resource)

Viral marketing and social networks, Maria Petrescu, (electronic resource)

Label
Viral marketing and social networks
Title
Viral marketing and social networks
Statement of responsibility
Maria Petrescu
Creator
Subject
Language
eng
Summary
  • 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
  • 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
  • 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
  • Annotation:
Member of
Cataloging source
CaBNVSL
http://library.link/vocab/creatorName
Petrescu, Maria
Dewey number
658.872
LC call number
HF5415.1265
LC item number
.P478 2014
Series statement
Digital and social media marketing and advertising collection,
http://library.link/vocab/subjectName
  • Social networks
  • Viral marketing
Summary expansion
In 1994, Rust and Oliver were predicting the death of traditional, outbound advertising stating that, by the year 2010, new media and the new marketing will be the dominant paradigm. While traditional advertising is still up and running, the second part of the prophecy is not far from the truth. Viral marketing is a significant part of the new marketing dominant paradigm, with viral advertising spreading in the new media and even in traditional media. Given the significant importance of viral marketing in the modern business era and the evolution of new media and marketing, this book will offer an in-depth look at viral marketing not only from theoretical point of view, but also from a more fun, practical perspective. We begin with a short overview of the history and evolution of the viral marketing term. As well, differences between connected terms, such as marketing buzz, will be explored. The book will discuss the viral marketing toolkit and explore the use of each tool in social media. Viral advertising, as a significant tool and source of viral message, will be discussed in detail and examples of various companies viral campaigns will be described. The discussion will also focus 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
Label
Viral marketing and social networks, Maria Petrescu, (electronic resource)
Instantiates
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 115-125) and index
Contents
  • 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
  • 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
  • 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
Control code
OCM1bookssib018194380
Dimensions
unknown
Edition
First edition.
Isbn
9781606498125
Specific material designation
remote
System control number
(WaSeSS)bookssib018194380
System details
  • System requirements: Adobe Acrobat reader
  • Mode of access: World Wide Web
Label
Viral marketing and social networks, Maria Petrescu, (electronic resource)
Publication
Note
Part of: 2014 digital library
Bibliography note
Includes bibliographical references (pages 115-125) and index
Contents
  • 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
  • 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
  • 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
Control code
OCM1bookssib018194380
Dimensions
unknown
Edition
First edition.
Isbn
9781606498125
Specific material designation
remote
System control number
(WaSeSS)bookssib018194380
System details
  • System requirements: Adobe Acrobat reader
  • Mode of access: World Wide Web

Library Locations

    • UMKCBorrow it
      800 E 51st St, Kansas City, MO, 64110, US
      39.035061 -94.576518
    • Health Sciences LibraryBorrow it
      2411 Holmes St, Kansas City, Kansas City, MO, 64108, US
      39.083418 -94.575323
    • Leon E. Bloch Law LibraryBorrow it
      500 E. 52nd Street, Kansas City, MO, 64110, US
      39.032488 -94.581967
Processing Feedback ...