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Customer Review

on 10 January 2014
This relatively short book manages to pack in the results of a multitude of studies and research findings. It's superbly organised and clear - a model of what an academic writing for industry practitioners should aspire to.

It's conclusions aren't necessarily earth-shattering, especially if you've read and digested Byron Sharp's How Brands Grow: What Marketers Don't Know (definitely worthwhile reading).

But, in an area which is ovewhelmed with hype and hucksterism, solid research based results show you the way forward. They won't guarantee a viral video success, but they can help you increase your chances, and avoid some pitfalls along the way.

Highly recommended.
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