TITLE

Getting the bug

AUTHOR(S)
Kirby, Justin
PUB. DATE
July 2004
SOURCE
Brand Strategy;Jul/Aug2004, Issue 184, p33
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Explains how online viral marketing can help those brands without a 'wow' factor by creating entertainment and provoking debate. Role of viral marketing in providing the missing link between the word-of-mouth approach and the top-down, advertainment approach to brand marketing; Example of using online viral marketing to deliver tangible brand benefits.
ACCESSION #
13736389

 

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