Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of
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Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique. Discuss how marketers are using various techniques to generate word-of-mouth discussion and buzz for their brands. Discuss the pros and cons of these techniques.
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Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0078028977
10th Edition
Authors: George Belch, Michael Belch
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