| |||||||||||||||
 Trade In this Item for up to £1.20
Trade in Connected Marketing: The Viral, Buzz and Word of Mouth Revolution for an Amazon.co.uk gift card of up to £1.20, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Find more products eligible for trade-in.
|
Frequently Bought Together
Product details
|
Product Description
Product Description
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
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.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
5 of 5 people found the following review helpful:
5.0 out of 5 stars
this is the anatomy of cool marketing,
By
This review is from: Connected Marketing: The Viral, Buzz and Word of Mouth Revolution (Paperback)
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.
6 of 7 people found the following review helpful:
4.0 out of 5 stars
Stop panicking.,
By A Customer
This review is from: Connected Marketing: The Viral, Buzz and Word of Mouth Revolution (Paperback)
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
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Essential in updating your marketing skills,
By
This review is from: Connected Marketing: The Viral, Buzz and Word of Mouth Revolution (Paperback)
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.
Share your thoughts with other customers: Create your own review
Would you like to see more reviews about this item?
|
Most Recent Customer Reviews |
Listmania!
|
|
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
|
