LEADER 03675nam 2200709 450 001 9910786411703321 005 20230125205352.0 010 $a1-78684-350-1 010 $a1-60649-813-4 035 $a(CKB)3710000000120249 035 $a(OCoLC)880626278 035 $a(CaPaEBR)ebrary10873416 035 $a(CaBNVSL)swl00403404 035 $a(Au-PeEL)EBL1684366 035 $a(CaPaEBR)ebr10873416 035 $a(CaONFJC)MIL825462 035 $a(OCoLC)881184335 035 $a(CaSebORM)9781606498125 035 $a(MiAaPQ)EBC1684366 035 $a(EXLCZ)993710000000120249 100 $a20140525d2014 fy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aViral marketing and social networks /$fMaria Petrescu 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2014. 215 $a1 online resource (150 p.) 225 1 $aDigital and social media marketing and advertising collection,$x2333-8830 300 $aPart of: 2014 digital library. 311 $a1-60649-812-6 320 $aIncludes bibliographical references (pages 115-125) and index. 327 $a1. 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. 330 3 $aViral marketing is the key to marketing success in the 21st century, and advertising is one of the most important tools in the viral marketing toolkit. This book offers an in-depth look at viral marketing, beginning with a short overview of the history and evolution of the viral marketing term. As well as, differences between connected terms, such as marketing buzz, are explored. The book provides a viral marketing toolkit and explores the use of each tool in social media. Viral advertising, as a significant tool and source of viral message, is discussed in detail and examples of various companies' viral campaigns are described. The discussion also focuses on how and where businesses can post messages with viral objectives and which consumer segment is the focus of the initial targeting initiative. How to contend with negative viral campaigns is another topic of interest debated in the text. This book is intended for a broad audience, including students, and professors in business and communication schools as well as marketing practitioners. The purpose of the book is to clarify the viral marketing term and discuss the key points related to the successful creation and management of a viral marketing campaign. 410 0$aDigital and social media marketing and advertising collection.$x2333-8830 410 0$a2014 digital library. 606 $aSocial networks 606 $aViral marketing 610 $aword-of-mouse 610 $aword-of-mouth 610 $aviral marketing 610 $aviral advertising 610 $auser generated content 610 $asocial network 610 $asocial media 610 $amessage seeding 610 $aadvertising appeals 610 $abuzz marketing 610 $amarket mavens 615 0$aSocial networks. 615 0$aViral marketing. 676 $a658.872 700 $aPetrescu$b Maria.$01530275 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910786411703321 996 $aViral marketing and social networks$93775256 997 $aUNINA