Building the buzz in the hive mind
2004; Wiley; Volume: 4; Issue: 1 Linguagem: Inglês
10.1002/cb.158
ISSN1479-1838
Autores Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoAbstract What is the secret to buzz marketing? Buzz marketing is defined as the amplification of initial marketing efforts by third parties through their passive or active influence. This powerful conceptual framework is illustrated in this paper with practical information on how to build the buzz. Copyright © 2004 Henry Stewart Publications Ltd.
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