Download or read book Analysis of the Article Word of Mouth Versus Word of Mouse Speaking about a Brand Connects You to It More Than Writing Does written by Sebastian Köhler and published by . This book was released on 2022-02-08 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Passau (Lehrstuhl für Betriebswirtschaftslehre mit Schwerpunkt Marketing und Services), course: Bachelorseminar, language: English, abstract: The aim of this paper is to shed light on the various ways in which traditional word of mouth (WOM) and electronic word of motuh (eWOM) influence consumer behaviour in terms of the resulting SBC, brand loyalty, self-enhancement and vice versa. In addition, consumers' subsequent reactions after their behaviour has been influenced by the different ways of communication are portrayed. Accordingly, the classification of the topic in the field of marketing research and the definitions of central terms and concepts are determined in the first step. Then, the paper will provide an overview of the current state of research regarding the topic in chapter three. Subsequently, chapter four demonstrates an in-depth presentation of the article "Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does" written by Hao Shen and Jaideep Sengupta. When discussing the article's main findings in more detail, this study will particularly present its objectives, data basis used, methods, findings and limitations. Finally, it concludes with some reflections on possible implications for practitioners and researchers and will give an outlook toward further research contexts.

Download or read book Word of Mouse written by James Patterson and published by jimmy patterson. This book was released on 2016-12-12 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: A very special mouse escapes from a lab to find his missing family in this charming story of survival, determination, and the power of friendship. What makes Isaiah so unique? First, his fur is as blue as the sky—which until recently was something he'd never seen, but had read all about. That's right: Isaiah can read and write. He can also talk to humans . . . if any of them are willing to listen! After a dramatic escape from a mysterious laboratory, Isaiah is separated from his "mischief" (which is the word for a mouse family) and has to survive in the dangerous outdoors, and hopefully find his missing family. But in a world of cruel cats, hungry owls, and terrified people, it's hard for a young, lone mouse to make it alone. When he meets an equally unusual and lonely human girl named Hailey, the two soon learn that true friendship can transcend all barriers.

Download or read book Analysis of the article Word of Mouth versus Word of Mouse Speaking about a Brand Connects You to It More Than Writing Does written by Sebastian Köhler and published by GRIN Verlag. This book was released on 2022-03-02 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Passau (Lehrstuhl für Betriebswirtschaftslehre mit Schwerpunkt Marketing und Services), course: Bachelorseminar, language: English, abstract: The aim of this paper is to shed light on the various ways in which traditional word of mouth (WOM) and electronic word of motuh (eWOM) influence consumer behaviour in terms of the resulting SBC, brand loyalty, self-enhancement and vice versa. In addition, consumers' subsequent reactions after their behaviour has been influenced by the different ways of communication are portrayed. Accordingly, the classification of the topic in the field of marketing research and the definitions of central terms and concepts are determined in the first step. Then, the paper will provide an overview of the current state of research regarding the topic in chapter three. Subsequently, chapter four demonstrates an in-depth presentation of the article "Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More Than Writing Does" written by Hao Shen and Jaideep Sengupta. When discussing the article's main findings in more detail, this study will particularly present its objectives, data basis used, methods, findings and limitations. Finally, it concludes with some reflections on possible implications for practitioners and researchers and will give an outlook toward further research contexts.

Download or read book Electronic Word of Mouth eWOM in the Marketing Context written by Elvira Ismagilova and published by Springer. This book was released on 2017-02-15 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

Download or read book Word of mouse Vs Word of mouth written by Dan Martin and published by . This book was released on 2001 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Winners Take All The 9 Fundamental Rules of High Tech Strategy written by Tony Seba and published by Lulu.com. This book was released on 2006-07-09 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Winners Take All' is about building a product and a company into a winner. Written by Tony Seba, a high tech entrepreneur and Stanford University lecturer, this book is an easy-to-read guide to the strategies, tools, templates, and step-by-step implementation frameworks that recent Silicon Valley winners have used to achieve market leadership. Seba, who teaches entrepreneurship and strategic marketing looked at recent winners like Google, Symantec, Netflix, Apple, Craigslist, Salesforce, and compared them to the competition (Yahoo, McAfee, Sony) in order to learn what differentiated these companies He found 9 really simple rules that winning companies can follow. To test the 9 Rules's predictive power, the author published two portfolios. 18 months later the results were compelling: 80% of the '9 Rules' companies beat the market and the portfolio had a 57% return (details: www.tonyseba.com). Winners Take All is refreshingly free of buzzwords and consultant-speak.

Download or read book Word of Mouth Mouse and Mobile written by Mary Charleson, MBA and published by Trafford Publishing. This book was released on 2013-07-15 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: A powerful story leveraged through word of mouth, mouse, and mobile is the secret to connecting with customers in our time-starved and media-fragmented society. Whether you’re just starting out or a seasoned veteran, these easy-to-read-and-apply five-minute articles will enhance your efforts. As a sequel to Mary’s first book, Five-Minute Marketing, this book includes the best of her published columns, entries from her popular blog www.fiveminutemarketing.com, and other previously unpublished work. Dip in or read it cover to cover and ramp up your marketing quickly. You will learn how to • generate WOM, publicity, and media interest in your business; • track trends and take advantage of marketing opportunity; • use social media to your advantage; • brand your business, your ideas, or your products; • model winning approaches to advertising from industry leaders; • leverage your story; and much, much more! “Mary Charleson’s 5-Minute Marketing columns consistently provide entrepreneurs with valuable advice about marketing their products, their companies and themselves. This book includes the best of her recent columns along with insights from her blog and previously unpublished work.” —Timothy Renshaw, Editor, Business in Vancouver “Today positive WOM may be the single greatest influencer of a brand’s future success. If you want to know how to succeed Mary’s book is a great place to start.” —Lance Saunders, Executive VP, Managing Director, DDB Canada “Engaging, entertaining, and a born teacher, Mary makes learning fun. From the classroom to the boardroom, she offers up great marketing insights. This book is simply an extension of her style to the written page.” —Charlene Hill, Department Chair, School of Business, Capilano University

Download or read book The International Encyclopedia of Political Communication 3 Volume Set written by Gianpietro Mazzoleni and published by John Wiley & Sons. This book was released on 2015-12-14 with total page 1804 pages. Available in PDF, EPUB and Kindle. Book excerpt: The International Encyclopedia of Political Communication is the definitive single-source reference work on the subject, with state-of-the-art and in-depth scholarly reflection on the key issues within political communication from leading international experts. It is available both online and in print. Explores pertinent/salient topics within political science, sociology, psychology, communication and many other disciplines Theory, empirical research and academic as well as professional debate are widely covered in this truly international and comparative work Provides clear definitions and explanations which are both cross-national and cross-disciplinary by nature Offers an unprecedented level of authority, accuracy and balance, with contributions from leading international experts in their associated fields Part of The Wiley Blackwell-ICA International Encyclopedias of Communication series, published in conjunction with the International Communication Association. Online version available at Wiley Online Library www.wileyicaencyclopedia.com Named Outstanding Academic Title of 2016 by Choice Magazine, a publication of the American Library Association.

Download or read book Proceedings of the Eleventh International Conference on Management Science and Engineering Management written by Jiuping Xu and published by Springer. This book was released on 2017-06-27 with total page 1808 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is organized in 2 volumes and 6 parts. Part I is Big Data Analytics, which is about new advances of analysis, statistics, coordination and data mining of big data; Part II is Information Systems Management, which is about the development of big data information system or cloud platform. Part III is Computing Methodology with Big Data, which is about the improvements of traditional computation technologies in the background of big data; Part IV is Uncertainty Decision Making, which is about the decision making methods with various uncertain information, such as fuzzy, random, rough, gray, unascertained. Part V is Intelligence Algorithm. Part VI is Data Security, which is a particularly important aspect in the modern management environment.

Download or read book Virtual Marketing written by Dr. D Jayanthi and published by Lulu Book Publication. This book was released on with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Handbook of Research on International Advertising written by Shintaro Okazaki and published by Edward Elgar Publishing. This book was released on 2012-01-01 with total page 577 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

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 139 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.

Download or read book The Online Advertising Playbook written by Joe Plummer and published by John Wiley & Sons. This book was released on 2007-07-20 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University

Download or read book Szycher s Practical Handbook of Entrepreneurship and Innovation written by Michael Szycher and published by CRC Press. This book was released on 2018-09-04 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt: This practical and comprehensive handbook offers step-by-step instruction, guiding entrepreneurs of innovative technology startups all the way from idea to profitability. With its easy-to-follow format aimed at both experienced as well as novice entrepreneurs, this book covers all technical, financial, legal, and governmental hurdles facing startups. It discusses common causes of business failure and points out the pitfalls to avoid in getting innovative technology successfully to market.

Download or read book Strategic Customer Service written by John A. GOODMAN and published by AMACOM Div American Mgmt Assn. This book was released on 2009-05-13 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. Drawing on over thirty years of research for companies such as 3M, American Express, Chik-Fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, author Goodman uses formal research, case studies, and patented practices to show readers how they can: • calculate the financial impact of good and bad customer service • make the financial case for customer service improvements • systematically identify the causes of problems • align customer service with their brand • harness customer service strategy into their organization's culture and behavior Filled with proven strategies and eye-opening case studies, this book challenges many aspects of conventional wisdom—using hard data—and reveals how any organization can earn more loyalty, win more customers...and improve their financial bottom line.

Download or read book Encyclopedia of Organizational Knowledge Administration and Technology written by Khosrow-Pour D.B.A., Mehdi and published by IGI Global. This book was released on 2020-09-29 with total page 2734 pages. Available in PDF, EPUB and Kindle. Book excerpt: For any organization to be successful, it must operate in such a manner that knowledge and information, human resources, and technology are continually taken into consideration and managed effectively. Business concepts are always present regardless of the field or industry – in education, government, healthcare, not-for-profit, engineering, hospitality/tourism, among others. Maintaining organizational awareness and a strategic frame of mind is critical to meeting goals, gaining competitive advantage, and ultimately ensuring sustainability. The Encyclopedia of Organizational Knowledge, Administration, and Technology is an inaugural five-volume publication that offers 193 completely new and previously unpublished articles authored by leading experts on the latest concepts, issues, challenges, innovations, and opportunities covering all aspects of modern organizations. Moreover, it is comprised of content that highlights major breakthroughs, discoveries, and authoritative research results as they pertain to all aspects of organizational growth and development including methodologies that can help companies thrive and analytical tools that assess an organization’s internal health and performance. Insights are offered in key topics such as organizational structure, strategic leadership, information technology management, and business analytics, among others. The knowledge compiled in this publication is designed for entrepreneurs, managers, executives, investors, economic analysts, computer engineers, software programmers, human resource departments, and other industry professionals seeking to understand the latest tools to emerge from this field and who are looking to incorporate them in their practice. Additionally, academicians, researchers, and students in fields that include but are not limited to business, management science, organizational development, entrepreneurship, sociology, corporate psychology, computer science, and information technology will benefit from the research compiled within this publication.

Download or read book Of Mice and Men written by John Steinbeck and published by Lulu.com. This book was released on 1937 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tells a story about the strange relationship of two migrant workers who are able to realize their dreams of an easy life until one of them succumbs to his weakness for soft, helpless creatures and strangles a farmer's wife.