Connected Marketing (Hardback) book cover

Connected Marketing

Edited by Justin Kirby, Paul Marsden

© 2005 – Routledge

320 pages

Purchasing Options:$ = USD
Paperback: 9780750666343
pub: 2005-11-09
$57.95
x
Hardback: 9781138152694
pub: 2016-08-18
$165.00
x
eBook (VitalSource) : 9780080476797
pub: 2007-06-07
from
Not for sale in your shipping region.


FREE Standard Shipping!
e–Inspection Copy

About the Book

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.

Table of Contents

Foreword; Introduction: connected marketing - harnessing the power of people media; The crisis in marketing; The people media revolution; Influencers: who are they and how to reach them; Infectious ideas: what makes an idea contagious; Making it happen: word of mouse campaigns that connect; Making it happen: infectious word of mouth campaigns; Integrating connected marketing into the marketing mix; Conclusion: connecting with customers in a networked age; Appendix: lexicon of connected marketing; Appendix: further reading.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS044000
BUSINESS & ECONOMICS / Economics / Microeconomics