Description
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
Part 1 Connected Marketing Practice; Chapter 1 Seed to spread, Paul Marsden; Chapter 2 Live buzz marketing, Justin Foxton; Chapter 3 Creating brand advocates, Sven Rusticus; Chapter 4 Brewing buzz, Liam Mulhall; Chapter 5 Buzzworthy PR, Graham Goodkind; Chapter 6 Viral marketing, Justin Kirby; Chapter 7 Online opinion leaders, Idil Cakim; Chapter 8 Buzz monitoring, Pete Snyder; Chapter 9 Changing the game, Steve Curran; Chapter 10 Blog marketing, Andrew Corcoran, Paul Marsden, Thomas Zorbachi, Bernd Röthlingshöfer; Part 2 Connected Marketing Principles; Chapter 11 Word of mouth, Greg Nyilasy; Chapter 12 Black buzz and red ink, Bradley Ferguson; Chapter 13 Myths and promises of buzz marketing, Stéphane Allard; Chapter 14 Buzz marketing, Schuyler Brown; Chapter 15 How to manage connected marketing, Martin Oetting; Chapter 16 Conclusion, Justin Kirby;
