Ripple Effect
Ripple Effect

Ripple Effect

How Empowered Involvement Drives Word of Mouth

Buch, Englisch, 169 Seiten, Springer Gabler

Autor: Dr. Martin Oetting

Erscheinungsdatum: 2009

ISBN: 3834920096


Aufrufe gesamt: 1045, letzte 30 Tage: 3

Kontakt

Verlag

Springer Gabler

Telefon: +49-611-7878-0

Telefax: +49-611-7878-400

Preis: 49,90 €

Kaufen

Traditional advertising is struggling, while word of mouth - the most trusted source of product information - is expanding into entirely new dimensions on the Web. For more than sixty years, scholars have been researching word of mouth, yet surprisingly few have investigated how to stimulate it.

This book seeks to close that gap. Based on involvement and empowerment research, it is the first scientific study that links word of mouth to a participatory marketing approach, thus providing an answer to what may be marketing's most pressing question: how to harness the power of blogs, Facebook, and the Social Web.

Publikationen: 1

Aufrufe seit 03/2006: 723
Aufrufe letzte 30 Tage: 2