Mittlerweile kann man meine Doktorarbeit - Titel: "Ripple Effect" - offenbar bei Gabler vorbestellen. Bei Amazon gibt's sie allerdings noch nicht. (Bei Amazon gibt's sie nun auch.)
Der Text, der auch auf der Rückseite des Buches zu finden sein wird, lautet folgendermaßen:
Traditional advertising is struggling, while word of mouth – the most trusted source of product information – is expanding into entirely new
dimensions on the Web. For more than sixty years, scholars have been researching word of mouth, yet surprisingly few have investigated how to stimulate it. This book seeks to close that gap. Based on involvement and empowerment research, it is the first scientific study that links word of mouth to a participatory marketing approach, thus
providing an answer to what may be marketing’s most pressing question: how to harness the power of blogs, Facebook, and the Social Web.
“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
“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
Das Buch erscheint Ende September - hier gibt's Updates, wenn ich mehr weiß.
Update 01.10.2009: Das Buch ist erschienen - hier alle Informationen dazu.
