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Ripple Effect

How Empowered Involvement Drives Word of Mouth

Martin Oetting (Autor)

Buch | Softcover

XVIII, 151 Seiten

2009 | 2009
Betriebswirtschaftlicher Verlag Gabler
978-3-8349-2009-6 (ISBN)

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Practically every marketing trade journal is buzzing "word of mouth" these days. Many practitioners consider peer-to-peer communication to be the new panacea for many, if not all of the problems that advertising is currently facing. The academic community has also rediscovered the subject as one that is highly relevant and crying out for scientific investigation and substantiation. However, four years ago, when Martin Oetting began his research project, this was not at all clear. He was intrigued by the early, weak signals he had picked up during his professional career in advert- ing, and he was motivated by a strong belief in the value of his overall ideas. He - cided to embark on a research project that has become a most valuable contribution to the field of word-of-mouth marketing. In choosing a topic well before it would - come of mainstream interest, Martin Oetting proved that he is sensitive to market d- continuities, and to the potential they provide for academic research. In his dissertation, Oetting deftly applies the framework of the positivistic tra- tion. The introductory chapters provide an overview of current changes and their major consequences in the field of marketing. The importance of word of mouth is illustrated with reference to contemporary market developments and marketing pr- tice.

Martin Oetting is Research Director at word-of-mouth marketing platform TRND AG. On Twitter, he is @oetting.

Word of Mouth Research Traditions.- Drivers for Word of Mouth.- Involvement.- Empowered Involvement.- Testing Empowered Involvement.- Outlook.

Erscheint lt. Verlag	30.9.2009
Reihe/Serie	Forschungsgruppe Konsum und Verhalten
Zusatzinfo	XVIII, 151 p. 22 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	281 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Empowerment • Facebook • Internet • Involvement • Marketing • Mund-zu-Mund-Progaganda • Social Media • Web • Weblog • Word of Mouth
ISBN-10	3-8349-2009-6 / 3834920096
ISBN-13	978-3-8349-2009-6 / 9783834920096
Zustand	Neuware