Ripple Effect: How Empowered Involvement Drives Word of Mouth by Martin OettingRipple Effect: How Empowered Involvement Drives Word of Mouth by Martin Oetting

Ripple Effect: How Empowered Involvement Drives Word of Mouth

byMartin Oetting

Paperback | September 24, 2009

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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.
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Title:Ripple Effect: How Empowered Involvement Drives Word of MouthFormat:PaperbackDimensions:169 pagesPublished:September 24, 2009Publisher:Gabler VerlagLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834920096

ISBN - 13:9783834920096

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Reviews

Table of Contents

Word-of-Mouth Marketing, Empowered Involvement, Weblogs and Social Media

Editorial Reviews

"Deconstructs the mystery of word of mouth into a simple, manageable process. Inspiring, incisive and instructive - this book has implications well beyond the field of marketing."Dr. Paul Marsden, Connected Marketing, Advocacy Drives Growth"This rich analysis of word of mouth is intelligent, insightful and - frankly - inspiring. A must read for anyone who is seeking to extend their knowledge about this powerful and authentic medium." Dave Balter, CEO BzzAgent