Viral Marketing - A crucial new dimension in 21st century marketing?

Viral Marketing - A crucial new dimension in 21st century marketing?

Author: Michael Bryce

Publisher: GRIN Verlag

Published: 2004-12-13

Total Pages: 70

ISBN-13: 3638331938

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Diploma Thesis from the year 2004 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0 (A), University of Applied Sciences Mittweida, language: English, abstract: “Markets today are changing fast. Price-sensitive customers, new competitors, new distribution channels, new communication channels, the Internet, wireless commerce, globalization, deregulation, privatization... the list goes on. And it is not only markets that are changing, but the technologies that support them: e-commerce, e-mail, mobile phones, fax machines, sales and marketing automation, cable TV, videoconferencing. It is imperative that companies think through the revolutionary impact of these new technologies.” The above quotation illustrates two essential considerations for marketers operating in the 21st century. Firstly, it emphasises that in today’s marketing world the way companies communicate with their customers as well as how customers interact with each other have changed significantly. Secondly, it points to a key implication of these changes – the necessity for companies to find innovative ways of embracing these new technologies and of dealing with the changes in a manner that supports their corporate objectives. These revolutionary changes are due first and foremost to the advent of the Internet. Following the initial stages of its development, in which it generated exuberant excitement and exaggerated expectations among companies and consumers alike, it has evolved into an important distribution and communication channel for a large number of companies. Great significance now attaches to the Internet as an integral part of many companies’ promotional activities. At the same time consumers have become savvier in the use of the Internet; they appreciate that having more information at their fingertips puts them in a significantly better purchasing position: “Buyers today can compare prices and product attributes in a matter of seconds. They are only a click away from comparing competitors’ prices and can even name the price they want to pay for a hotel room, airline ticket or a mortgage and see whether any willing suppliers respond. Furthermore they can enter a chat room about an area of common interest and exchange information and opinions.”


Book Synopsis Viral Marketing - A crucial new dimension in 21st century marketing? by : Michael Bryce

Download or read book Viral Marketing - A crucial new dimension in 21st century marketing? written by Michael Bryce and published by GRIN Verlag. This book was released on 2004-12-13 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2004 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0 (A), University of Applied Sciences Mittweida, language: English, abstract: “Markets today are changing fast. Price-sensitive customers, new competitors, new distribution channels, new communication channels, the Internet, wireless commerce, globalization, deregulation, privatization... the list goes on. And it is not only markets that are changing, but the technologies that support them: e-commerce, e-mail, mobile phones, fax machines, sales and marketing automation, cable TV, videoconferencing. It is imperative that companies think through the revolutionary impact of these new technologies.” The above quotation illustrates two essential considerations for marketers operating in the 21st century. Firstly, it emphasises that in today’s marketing world the way companies communicate with their customers as well as how customers interact with each other have changed significantly. Secondly, it points to a key implication of these changes – the necessity for companies to find innovative ways of embracing these new technologies and of dealing with the changes in a manner that supports their corporate objectives. These revolutionary changes are due first and foremost to the advent of the Internet. Following the initial stages of its development, in which it generated exuberant excitement and exaggerated expectations among companies and consumers alike, it has evolved into an important distribution and communication channel for a large number of companies. Great significance now attaches to the Internet as an integral part of many companies’ promotional activities. At the same time consumers have become savvier in the use of the Internet; they appreciate that having more information at their fingertips puts them in a significantly better purchasing position: “Buyers today can compare prices and product attributes in a matter of seconds. They are only a click away from comparing competitors’ prices and can even name the price they want to pay for a hotel room, airline ticket or a mortgage and see whether any willing suppliers respond. Furthermore they can enter a chat room about an area of common interest and exchange information and opinions.”

Principles of Social Networking

Principles of Social Networking

Author: Anupam Biswas

Publisher: Springer Nature

Published: 2021-08-18

Total Pages: 447

ISBN-13: 9811633983

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This book presents new and innovative current discoveries in social networking which contribute enough knowledge to the research community. The book includes chapters presenting research advances in social network analysis and issues emerged with diverse social media data. The book also presents applications of the theoretical algorithms and network models to analyze real-world large-scale social networks and the data emanating from them as well as characterize the topology and behavior of these networks. Furthermore, the book covers extremely debated topics, surveys, future trends, issues, and challenges.


Book Synopsis Principles of Social Networking by : Anupam Biswas

Download or read book Principles of Social Networking written by Anupam Biswas and published by Springer Nature. This book was released on 2021-08-18 with total page 447 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents new and innovative current discoveries in social networking which contribute enough knowledge to the research community. The book includes chapters presenting research advances in social network analysis and issues emerged with diverse social media data. The book also presents applications of the theoretical algorithms and network models to analyze real-world large-scale social networks and the data emanating from them as well as characterize the topology and behavior of these networks. Furthermore, the book covers extremely debated topics, surveys, future trends, issues, and challenges.

Viral Marketing and Social Networks

Viral Marketing and Social Networks

Author: Maria Petrescu

Publisher: Business Expert Press

Published: 2014-05-21

Total Pages: 148

ISBN-13: 1606498134

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Viral 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 that includes a short overview of its history and evolution. The author provides a viral marketing toolkit—exploring the use of each tool in social media, as well as differences between connected terms such as marketing buzz. Viral advertising, as a significant tool and source of viral message, is discussed in detail with examples of various companies’ viral campaigns. The focus is on how and where businesses can post messages with viral objectives and which consumer segment is the center of the initial targeting initiative. This book is for anyone—students and professors in business and communication schools, as well as marketing practitioners.


Book Synopsis Viral Marketing and Social Networks by : Maria Petrescu

Download or read book Viral Marketing and Social Networks written by Maria Petrescu and published by Business Expert Press. This book was released on 2014-05-21 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viral 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 that includes a short overview of its history and evolution. The author provides a viral marketing toolkit—exploring the use of each tool in social media, as well as differences between connected terms such as marketing buzz. Viral advertising, as a significant tool and source of viral message, is discussed in detail with examples of various companies’ viral campaigns. The focus is on how and where businesses can post messages with viral objectives and which consumer segment is the center of the initial targeting initiative. This book is for anyone—students and professors in business and communication schools, as well as marketing practitioners.

Viral Marketing

Viral Marketing

Author: Michael Bryce

Publisher: VDM Publishing

Published: 2005

Total Pages: 0

ISBN-13: 9783865501745

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The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.


Book Synopsis Viral Marketing by : Michael Bryce

Download or read book Viral Marketing written by Michael Bryce and published by VDM Publishing. This book was released on 2005 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book seeks to provide a critical evaluation of viral marketing's potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.

New Media and Learning in the 21st Century

New Media and Learning in the 21st Century

Author: Tzu-Bin Lin

Publisher: Springer

Published: 2015-02-25

Total Pages: 223

ISBN-13: 9812873260

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This volume brings together conceptualizations and empirical studies that explore the socio-cultural dimension of new media and its implications on learning in the 21st century classroom. The authors articulate their vision of new-media-enhanced learning at a global level. The high-level concept is then re-examined for different degrees of contextualization and localization, for example how a specific form of new media (e-reader) changes specific activities in different cultures. In addition, studies based in Singapore classrooms provide insights as to how these concepts are being transformed and implemented by a co-constructive effort on the part of researchers, teachers and students. Singapore classrooms offer a unique environment to study the theory-practice nexus in that they are high achieving, implicitly grounded in the eastern cultural values and well-equipped with ICT infrastructure. While these studies are arguably the state-of-the-art exemplars that synergize socio-cultural and technological affordances of the current learning environments, they also serve as improvable ideas for further innovations. The interplay between theory and practice lends support to the reciprocal improvements for both. This book contributes to the continuing debate in the field, and will lead to better learning environments in the 21st century.


Book Synopsis New Media and Learning in the 21st Century by : Tzu-Bin Lin

Download or read book New Media and Learning in the 21st Century written by Tzu-Bin Lin and published by Springer. This book was released on 2015-02-25 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume brings together conceptualizations and empirical studies that explore the socio-cultural dimension of new media and its implications on learning in the 21st century classroom. The authors articulate their vision of new-media-enhanced learning at a global level. The high-level concept is then re-examined for different degrees of contextualization and localization, for example how a specific form of new media (e-reader) changes specific activities in different cultures. In addition, studies based in Singapore classrooms provide insights as to how these concepts are being transformed and implemented by a co-constructive effort on the part of researchers, teachers and students. Singapore classrooms offer a unique environment to study the theory-practice nexus in that they are high achieving, implicitly grounded in the eastern cultural values and well-equipped with ICT infrastructure. While these studies are arguably the state-of-the-art exemplars that synergize socio-cultural and technological affordances of the current learning environments, they also serve as improvable ideas for further innovations. The interplay between theory and practice lends support to the reciprocal improvements for both. This book contributes to the continuing debate in the field, and will lead to better learning environments in the 21st century.

Explorations in Critical Studies of Advertising

Explorations in Critical Studies of Advertising

Author: James F. Hamilton

Publisher: Routledge

Published: 2016-10-26

Total Pages: 284

ISBN-13: 1317232976

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This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but develop a theoretical argument.


Book Synopsis Explorations in Critical Studies of Advertising by : James F. Hamilton

Download or read book Explorations in Critical Studies of Advertising written by James F. Hamilton and published by Routledge. This book was released on 2016-10-26 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides a thoughtful and wide-ranging exploration of approaches to the critical study of advertising. Current and impending practices of advertising have in many ways exceeded the grasp of traditional modes of critique, due at least in part to their being formulated in very different historical conditions. To begin to address this lag, this edited collection explores through critical discussion and application a variety of critical approaches to advertising. Authors address a variety of concrete examples in their chapters, drawing on existing research while presenting new findings where relevant. In order to maintain the relevance of this collection past this particular historical moment, however, chapters do not simply report on empirical work, but develop a theoretical argument.

Marketing and Smart Technologies

Marketing and Smart Technologies

Author: Álvaro Rocha

Publisher: Springer Nature

Published: 2019-11-28

Total Pages: 484

ISBN-13: 9811515646

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This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.


Book Synopsis Marketing and Smart Technologies by : Álvaro Rocha

Download or read book Marketing and Smart Technologies written by Álvaro Rocha and published by Springer Nature. This book was released on 2019-11-28 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Encyclopedia of Gender in Media

Encyclopedia of Gender in Media

Author: Mary Kosut

Publisher: SAGE Publications

Published: 2012-05-01

Total Pages: 529

ISBN-13: 1412990807

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The media strongly influences our everyday notions of gender roles and our concepts of gender identity. The Encyclopedia of Gender in Media critically examines the role of the media in enabling, facilitating, or challenging the social construction of gender in our society. The work addresses a variety of entertainment and news content in print and electronic media and explores the social construction of masculinity as well as femininity. In addition to representations of gender within the media, we also analyze gender issues related to media ownership and the media workforce. Despite an abundance of textbooks, anthologies, and university press monographs on the topic of gender in media, until now no comprehensive reference work has tackled this topic of perennial interest in student research and papers. Features and benefits: 150 signed entries (each with Cross References and Further Readings) are organized in A-to-Z fashion to give students easy access to the full range of topics within gender in media. A thematic Reader's Guide in the front matter groups related entries by broad topical or thematic areas to make it easy for users to find related entries at a glance, with themes including "Discrimination & Media Effects," "Media Modes," "New Media," "Media Portrayals & Representations," "Biographies," and more. In the electronic version, the Reader's Guide combines with a detailed Index and the Cross References to provide users with robust search-and browse capacities. A Chronology in the back matter helps students put individual events into broader historical context. A Glossary provides students with concise definitions to key terms in the field. A Resource Guide to classic books, journals, and web sites (along with the Further Readings accompanying each entry) helps guide students to further resources for their research journeys. An Appendix provides users with a number of reports related to gender in media.


Book Synopsis Encyclopedia of Gender in Media by : Mary Kosut

Download or read book Encyclopedia of Gender in Media written by Mary Kosut and published by SAGE Publications. This book was released on 2012-05-01 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: The media strongly influences our everyday notions of gender roles and our concepts of gender identity. The Encyclopedia of Gender in Media critically examines the role of the media in enabling, facilitating, or challenging the social construction of gender in our society. The work addresses a variety of entertainment and news content in print and electronic media and explores the social construction of masculinity as well as femininity. In addition to representations of gender within the media, we also analyze gender issues related to media ownership and the media workforce. Despite an abundance of textbooks, anthologies, and university press monographs on the topic of gender in media, until now no comprehensive reference work has tackled this topic of perennial interest in student research and papers. Features and benefits: 150 signed entries (each with Cross References and Further Readings) are organized in A-to-Z fashion to give students easy access to the full range of topics within gender in media. A thematic Reader's Guide in the front matter groups related entries by broad topical or thematic areas to make it easy for users to find related entries at a glance, with themes including "Discrimination & Media Effects," "Media Modes," "New Media," "Media Portrayals & Representations," "Biographies," and more. In the electronic version, the Reader's Guide combines with a detailed Index and the Cross References to provide users with robust search-and browse capacities. A Chronology in the back matter helps students put individual events into broader historical context. A Glossary provides students with concise definitions to key terms in the field. A Resource Guide to classic books, journals, and web sites (along with the Further Readings accompanying each entry) helps guide students to further resources for their research journeys. An Appendix provides users with a number of reports related to gender in media.

21st Century Communication: A Reference Handbook

21st Century Communication: A Reference Handbook

Author: William F. Eadie

Publisher: SAGE

Published: 2009-05-15

Total Pages: 993

ISBN-13: 1412950309

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Highlights the most important topics, issues, questions, and debates affecting the field of communication in the 21st Century.


Book Synopsis 21st Century Communication: A Reference Handbook by : William F. Eadie

Download or read book 21st Century Communication: A Reference Handbook written by William F. Eadie and published by SAGE. This book was released on 2009-05-15 with total page 993 pages. Available in PDF, EPUB and Kindle. Book excerpt: Highlights the most important topics, issues, questions, and debates affecting the field of communication in the 21st Century.

Irish Business and Society

Irish Business and Society

Author: John Hogan

Publisher: Gill & Macmillan Ltd

Published: 2010-10-29

Total Pages: 551

ISBN-13: 0717155366

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A collection of stimulating essays exploring the wide-ranging debates surrounding the relationship between business and society in 21st century Ireland. Wide-ranging, diverse and thought-provoking contributions from leading business researchers, economists, sociologists and political scientists from Ireland and abroad probe five central themes: the making and unmaking of the Celtic Tiger; governance, regulation and justice; partnership and participation; the nature of Irish borders in Ireland, Europe and the wider world; and interests and concerns in contemporary Ireland. Irish Business and Society takes a critical look at Ireland as one of the most open and globally integrated economies in the world, with the activities of Irish and Irish-based foreign business impacting on both national and international societies and businesses; discusses the relationships between business and society within the context of the wider Irish and European, political economy; presents the Irish economic decisions and conditions that precipitated the current recession in Ireland and the resultant lessons to be learned; and examines the relationship between Irish business and society today, contemplating how it might develop into the future. Essential reading for students of Irish Business, Economics, Sociology and Politics, those taking Irish Studies courses and anyone interested in contemporary Ireland. The contributors are: Nicola Timoney, Frank Barry, Mary P. Murphy, William Kingston, Niamh M. Brennan, Rebecca Maughan, Roderick Maguire, Gillian Smith, Conor McGrath, Connie Harris Ostwald, Kevin O'Leary, Jesse J. Norris, Olice McCarthy, Robert Briscoe, Michael Ward, Helen Chen, Patrick Phillips, Mary Faulkner, John O'Brennan, Mary C. Murphy, Breda McCarthy, Marian Crowley-Henry, John McHale, Kate Nicholls, Gary Murphy, Geoff Weller, Jennifer K. DeWan, Patrick Kenny, Gerard Hastings, Margaret-Anner Lawlor, Karlin Lillington, John Cullen


Book Synopsis Irish Business and Society by : John Hogan

Download or read book Irish Business and Society written by John Hogan and published by Gill & Macmillan Ltd. This book was released on 2010-10-29 with total page 551 pages. Available in PDF, EPUB and Kindle. Book excerpt: A collection of stimulating essays exploring the wide-ranging debates surrounding the relationship between business and society in 21st century Ireland. Wide-ranging, diverse and thought-provoking contributions from leading business researchers, economists, sociologists and political scientists from Ireland and abroad probe five central themes: the making and unmaking of the Celtic Tiger; governance, regulation and justice; partnership and participation; the nature of Irish borders in Ireland, Europe and the wider world; and interests and concerns in contemporary Ireland. Irish Business and Society takes a critical look at Ireland as one of the most open and globally integrated economies in the world, with the activities of Irish and Irish-based foreign business impacting on both national and international societies and businesses; discusses the relationships between business and society within the context of the wider Irish and European, political economy; presents the Irish economic decisions and conditions that precipitated the current recession in Ireland and the resultant lessons to be learned; and examines the relationship between Irish business and society today, contemplating how it might develop into the future. Essential reading for students of Irish Business, Economics, Sociology and Politics, those taking Irish Studies courses and anyone interested in contemporary Ireland. The contributors are: Nicola Timoney, Frank Barry, Mary P. Murphy, William Kingston, Niamh M. Brennan, Rebecca Maughan, Roderick Maguire, Gillian Smith, Conor McGrath, Connie Harris Ostwald, Kevin O'Leary, Jesse J. Norris, Olice McCarthy, Robert Briscoe, Michael Ward, Helen Chen, Patrick Phillips, Mary Faulkner, John O'Brennan, Mary C. Murphy, Breda McCarthy, Marian Crowley-Henry, John McHale, Kate Nicholls, Gary Murphy, Geoff Weller, Jennifer K. DeWan, Patrick Kenny, Gerard Hastings, Margaret-Anner Lawlor, Karlin Lillington, John Cullen