Seed to spread: How seeding trials ignite epidemics of demand

Connected Marketing: The Viral, Buzz and Word of Mouth Revolution

Volumn , Issue , 2007, Pages 3-23

  Marsden, Paul ^a  

^a LONDON SCHOOL OF ECONOMICS   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85092751335     PISSN: None     EISSN: None     Source Type: Book    
DOI: None     Document Type: Chapter

References (38)

1. American Marketing Association definition, archived at http:// tinyurl.com/dcer6.
2. For more on Post-it Notes story see articles archived at http:// tinyurl.com/a8lf and http://tinyurl.com/av6ts.
3. Mayo, E. (1933) The Human Problems of an Industrial Civilization. New York: Macmillan. For a good online review see http://tinyurl.com/bz8t6.
4. Gladwell, M. (2000) The Tipping Point: How Little Things Can Make a Big Difference. Boston: Little, Brown and Company, p. 259.
5. Peters,Tom (1991) Thriving on Chaos.New York: HarperCollins.
6. See Lazarsfeld, P., Berelson, B. and Gaudet, H. (1944/1968) The People's Choice. New York: Colombia University Press.
7. Katz, E. and Lazarsfeld, P. (1955) Personal Influence. New York: Free Press.
8. Weimann, G. (1994) The Influentials: People who Influence People. New York: University of New York Press.
9. Keller, E. and Berry, J. (2003) The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat and What to Buy. New York: Simon and Schuster.
10. Flynn, L., Goldsmith, R. and Eastman, J. (1996) 'Opinion leaders and opinion seekers: two new measurement scales', Journal of the Academy of Marketing Science, 24 (2): 137-147.
11. Ben Miled, H. and Le Louarn, P. (1994) 'Analyse comparative de deux échelles de mesure du leadership d'opinion: validité et interprétation', Recherches et Applications en Marketing, 9 (4): 23-51.
12. Childers, T. (1986) 'Assessment of the psychometric properties of an opinion leadership scale', Journal of Marketing Research, 23: 184-188.
13. King, C. and Summers, J. (1970) 'Overlap of opinion leadership across consumer product categories', Journal of Marketing Research, 7 (1): 43-50.
14. ACNielsen Report (2003) Alternative Marketing Vehicles (June), archived at http://tinyurl.com/ azel9.
15. Tierney, J. (2001) 'Here come the Alpha Pups', New York Times, 5 August, Late Edition - Final Section 6: 38: col. 1, archived at http://tinyurl.com/7vo64.
16. Rosen, E. (2000) The Anatomy of Buzz. New York: Doubleday, pp. 159-160.
17. Webmasterworld, archived at http://tinyurl.com/ brygh./
18. Chung, J. (2004) 'Beta boosters', The Globe and Mail, 7 September, archived at http://tinyurl.com/d73yg.
19. Chung, J. (2004) 'For some beta testers, it's about buzz, not bugs', New York Times, 22 July, archived at http://tinyurl.com/b5kco.
20. Wells, M. (2004) 'Kid nabbing', Forbes, 2 February, archived at http://tinyurl.com/cuh3a.
21. Dunnewind, S. (2004) 'The companies behind teen "viral campaigns"', Seattle Times,20 November, archived at http://tinyurl.com/ac2xg.
22. Levey, R. (2003) 'P&G's buzz on viral marketing', Promo Magazine, 19 June, archived at http://tinyurl.com/bv8mx.
23. Walker, R. (2004) 'The hidden (in plain sight) persuaders', New York Times, 5 December, archived at http://tinyurl.com/998we.
24. Coolidge, A. (2004) 'Teens virtually perfect for P&G', Cincinnati Post, 21 February, archived at http://tinyurl.com/9j9w3.
25. Garrett,F. (2004) 'ADTECH:Word of mouth marketing: tips from Procter & Gamble',WebProNews, archived at http://tinyurl.com/8zb3w.
26. Mathew, M. (2005) P&G's Tremor: Reinventing Marketing by Word of Mouth. ICRAI Business School Case Study Development Centre.
27. Leeds, J. (2004) 'Procter & Gamble:Now promoting music',New York Times, 8 November, archived at http://tinyurl.com/azcp7.
28. Baker, P. (2005) 'Word of mouth advocacy: Right people, right message', Paper presented at Alternative Advertising and Marketing Conference Melbourne 24-25 February. Background on Tremor Moms is at http://tinyurl.com/dkt55.
29. Nycz-Conner, J. (2005) 'Look who's talking:word of mouth marketing hits big business big time', Washington Business Journal, 6 May, archived at http://tinyurl.com/9ryob.
30. Rodgers, Z. (2004) 'Marketers pay their way to the youth audience', ClickZNews, 28 May, archived at http://tinyurl.com/blojt.
31. Gladwell, M. (1997) 'The Coolhunt', New Yorker, 17 March, pp. 78-88.
32. Chura, H. (2001) 'Pepsi-Cola's Code Red is white hot', Advertising Age, 27 August, p. 1.
33. Tkacik, M. and McKay, B. (2001) 'Code Red: PepsiCo's guerilla conquest', Wall Street Journal, 17 August, p. B5.
34. Klingbeil, A. (2001) 'The making of a brand', Gannett News Service, June, p. 29.
35. Reichheld, F. (2003) 'The one number you need to grow', Harvard Business Review, 81 (Nov.-Dec.), pp. 1-11.
36. http://tinyurl.com/9sdsq.
37. Berry, J. (2005) 'Identifying, reaching, and motivating key influencers', conference paper presented at the Word of Mouth Marketing Association Summit, Chicago, 29-30 March, archived at http://tinyurl.com/9ex2f.
38. Weiss, M. (2005) 'Buzz sampling', Conference paper presented at the Word of Mouth Marketing Association Summit, Chicago, 29-30 March, archived at http://tinyurl.com/codsr.