Why are word-of-mouth campaigns effective for some products, while failing for others? Which group of consumers should be the target of viral marketing efforts, and how can you turn word of mouth into buzz? Panos Mourdoukoutas and George J Siomkos provide the answers!

The transformation of a desire for a product into an 'epidemic' was, is and will always be the dream of each and every marketer. For some marketers this dream becomes reality. For others it remains simply a fantasy. 'The Seven Principles of WOM and Buzz Marketing' offers the essential tools - seven simple steps - to launch an effective WOM and buzz campaign that helps products to cross the tipping point and to reach the mass market:

Begin with the consumers

Be innovative

Target the right group

Create the right message

Find the right environment

1;Preface;6 2;Acknowledgments;8 3;Contents;9 4;Introduction: How to Cross the Tipping Point;11 5;Principle 1: Begin with the Consumer;19 5.1;2.1 A Case in Focus: Beginning with the Consumer the Under Armour Athletic Apparel Way;26 5.2;Sources;27 6;Principle 2: Be Innovative;28 6.1;3.1 A Case-in-Focus: Mastering Innovation the Apple Way;34 7;Principle 3: Target the Right Group;36 7.1;4.1 Case-in-Focus: Why TiVo has yet to Reach the Tipping Point;47 8;Principle 4: Create the Right Message;49 8.1;5.1 A Case-in-Focus: Making Flying as Affordable as a Pair of Jeans - £ 29 One Way: Conveying the Message as Easy Jet Does;57 9;Principle 5: Find the Right Context;59 9.1;6.1 Case-in-Focus: McDonald's and Starbucks Capitalize on Emerging Social Trends;65 10;Principle 6: Launch a WOM Campaign;69 10.1;7.1 Case-in-Focus: The Simpsons Family is Getting Big through a WOM Campaign;82 11;Principle 7. Turn WOM into Buzz;84 11.1;8.1 Carefully Select the Target(s);90 11.2;8.2 Stir up Interest in the Product;91 11.3;8.3 Transform Product Interest into Desire and Passion;94 11.4;8.4 Hire Mass Seducers to Infiltrate the Ranks of Consumers;95 11.5;8.5 Keep the Hype Alive;97 11.6;8.6 A Case-in-Focus: Using Buzz and WOM to Build Craft- Beer Brands;99 11.7;8.7 The Case of Rolling Rock: Buzz Through Viral Marketing;100 11.8;8.8 The Case of Blue Moon: Using WOM to Build the Brand;100 11.9;Sources;101 12;Bibliography;102 13;About the Authors;108 14;Epilogue;109