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.
William Scheela is Professor Emeritus of Business Administration at Bemidji State University, part of the Minnesota State University System. Professor Scheela has also taught in Asia as a visiting lecturer at the Chinese University of Hong Kong and visiting professor at both National Economics University of Vietnam in Hanoi and the Asian Institute of Management in Manila, Philippines. Professor Scheela's research focuses on the development of the private equity industry (venture capital and business angels) in the emerging economies of Southeast Asia. Professor Scheela received his PhD in business administration from the University of Minnesota's Carlson School of Management.