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Viral marketing and social networks / Maria Petrescu.

By: Material type: TextTextSeries: Digital and social media marketing and advertising collection | 2014 digital libraryPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014Edition: First editionDescription: 1 online resource (xii, 131 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781606498132
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleDDC classification:
  • 658.872 23
LOC classification:
  • HF5415.1265 .P478 2014
Online resources:
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.
Abstract: 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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Ebrary Online Books Ebrary Online Books Colombo Available CBEBK70001151
Ebrary Online Books Ebrary Online Books Jaffna Available JFEBK70001151
Ebrary Online Books Ebrary Online Books Kandy Available KDEBK70001151
Total holds: 0

Enhanced descriptions from Syndetics:

Viral marketing is the key to marketing successin the 21st century, and advertising is one ofthe most important tools in the viral marketingtoolkit. This book offers an in-depth look at viralmarketing that includes a short overview of itshistory and evolution.The author provides a viral marketingtoolkit--exploring the use of each tool in socialmedia, as well as differences between connectedterms such as marketing buzz. Viral advertising,as a significant tool and source of viral message,is discussed in detail with examples ofvarious companies' viral campaigns. The focusis on how and where businesses can post messageswith viral objectives and which consumersegment is the center of the initial targetinginitiative.This book is for anyone--students and professorsin business and communication schools, aswell as marketing practitioners.

Part of: 2014 digital library.

Includes bibliographical references (pages 115-125) and 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.

Access restricted to authorized users and institutions.

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.

Title from PDF title page (viewed on May 25, 2014).

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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