The Seven Principles of WOM and Buzz Marketing: Crossing the Tipping Point

摘要

The book formulates seven principles for creating a buzz marketing/word-of-mouth (WOM) campaign so powerful as to make a product spread like an epidemic. The authors provide recommendations following from careful analysis, with a theoretical base and grounded in serious empirical research. Points are illustrated with multiple examples; contentions are supported by references to extant research or, at the very least, Malcolm Gladwell's bestseller The Tipping Point. The writing style is somewhat dry and academic due to the amount of information and thought condensed in the text.