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Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
 
 
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Connected Marketing: The Viral, Buzz and Word of Mouth Revolution (Paperback)

by Justin Kirby (Editor), Paul Marsden (Editor)
4.8 out of 5 stars See all reviews (6 customer reviews)
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Connected Marketing: The Viral, Buzz and Word of Mouth Revolution + The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly + Marketing to the Social Web: How Digital Customer Communities Build Your Business
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Product details

  • Paperback: 216 pages
  • Publisher: A Butterworth-Heinemann Title (9 Nov 2005)
  • Language English
  • ISBN-10: 075066634X
  • ISBN-13: 978-0750666343
  • Product Dimensions: 23.2 x 15.2 x 2.6 cm
  • Average Customer Review: 4.8 out of 5 stars See all reviews (6 customer reviews)
  • Amazon.co.uk Sales Rank: 108,190 in Books (See Bestsellers in Books)

    Popular in this category:

    #33 in  Books > Business, Finance & Law > Management > Marketing Management

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Product Description

Product Description
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.

* Focuses on the consumer to consumer approach to marketing: word of mouth
* Advises on ways to create an epidemic demand for a new product or service
* Shows how to identify and form relationships with socially infectious individuals in order to convey the marketing message

About the Author
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.
Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly 3.8 out of 5 stars (13)
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Customer Reviews

6 Reviews
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 (1)
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Average Customer Review
4.8 out of 5 stars (6 customer reviews)
 
 
 
 
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4 of 4 people found the following review helpful:
5.0 out of 5 stars this is the anatomy of cool marketing, 7 Feb 2006
By anton rush "Angeldust" (Exeter UK) - See all my reviews
(REAL NAME)   
I found this book immensely helpful. Buzz injects some much needed adrenalin into marketing and this book is absolutely packed with good working examples of how it all shakes down. It's a must for both consultants wanting to fast track their knowledge and awareness and for brand owners needing to put some memorable fizz into their communications strategies. It's great that the contributors to this book have actually done it - they are practitioners not preachers and they know what works and what doesn't. In particular, there's an excellent chapter by Justin Foxton from CommentUk on live buzz marketing which looks at the company's corporate theatre work with brands like GlaxoSmithKline. Once you've read this book everything else just seems to be covered in cobwebs.
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6 of 7 people found the following review helpful:
4.0 out of 5 stars Stop panicking., 17 Dec 2005
By A Customer
The ad industry, as we all know, is prone to a bit of a panic. The thirty-second spot is dead! They cried. The industry is doomed! They wailed. Only the bloggers will survive! They shuddered. And the path to 21st Century marketing enlightenment is far from smooth. Even this week’s issue of America’s Finest News Source The Onion pokes fun at brand advocacy done badly – this is how not to do it:

http://www.theonion.com/content/node/43456

So it’s nice that someone (apart from us, obviously) is taking a rational, reasoned and in-depth look at the efficacy of the new marketing techniques gaining ground in the midst of all that ham-fisted renting of hair and gnashing of teeth. Marketing consultants Justin Kirby (Digital Media Communications) and Paul Marsden (Spheeris / London School of Economics) have put together Connected Marketing, a collection of analyses and opinions provided by the pioneers at the forefront of the new wave, examining properly (and in many cases, for the first time) the ways in which buzz, WOM and viral can really affect a brand. Some high profile contributors including Schuyler Brown of Buzz@Euro RSCG and Steve Curran of Pod Digital set out their thoughts on a wide range of topics, like how best to create reliable and dynamic brand advocates, how to harness the power of the internet with a successful viral presence, and how to monitor the wildfire-like spread of a triumphant buzz campaign. The book is divided into two sections examining practice and principles, and hypotheses are backed up with clear case studies, looking at brands all along the consumer spectrum from Sportka to Slendertone.

‘Hype surrounding these terms was just adding to client confusion,’ explains Kirby of the motivation behind the book. ‘Campaigns will never be judged by how well they conform to a marketer’s definition. We’re trying to demystify the basic principles, which are all the same – it's about connecting with people via a network. Buzzword bingo doesn’t help anyone.’

We couldn’t agree more. So – if you’re tired of talking and pissed off with panic, grab yourself a copy of Connected Marketing, a concise and useful way not only to see how things work – if at all – but also to pick up some valid tricks of the trade. We also suspect that this handy tome might prove a valuable tool to coerce even the most reluctant client into some of the more creative possibilities on offer. Get yourself to www.connectedmarketing.org for more info, and then get cracking.

Review from www.contagiousmagazine.com

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1 of 1 people found the following review helpful:
5.0 out of 5 stars Essential in updating your marketing skills, 27 April 2007
By Mr. G. P. Mills "GPM Networking" (Newcastle upon Tyne, England) - See all my reviews
(REAL NAME)   
This is an excellent book and reawakened my dwindling interest in marketing (just as well as I work as a marketing consultant). It helped me understand why traditional approaches were simply not working anymore. The book is neatly sectioned into a number of easy-read articles by different experts. Some articles are better than others but even in the worst there is seem thought provoking concepts. With the world now swamped by a vast range of media competing for our attention and growing cynacism amongst consumers, we need to try a different approach and this shows you more effective alternatives.
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Most Recent Customer Reviews

5.0 out of 5 stars What a book!!!
This book is absolutely brilliant, written by brilliant people! I used this book for my dissertation on the targeted use of word-of-mouth in Markting. Read more
Published 11 months ago by Daniel De La Cruz

5.0 out of 5 stars it is a must for anyone working in communications
Paul, congratulations. It is a very insightful book. I am managing my own opinion-leader panel in Hungary, to implement wom-campaigns. Read more
Published 15 months ago by Manhertz Mariann

5.0 out of 5 stars Marketing but not as we know it!
Having waded through my share of marketing texts, it was extremely refreshing to come across this excellent book on word-of-mouth marketing. Read more
Published on 1 Jun 2007 by A. D. Martin

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