{"product_id":"viral-marketing-karen-nelson-field-9780195527988","title":"Viral Marketing: The Science of Sharing","description":"This is not your typical \"how to get shared\" book. \u003cp\u003e\u003c\/p\u003eIt would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research to the topic, Nelson-Field says, \"Wake up and smell the well-branded coffee.\" \u003cp\u003e\u003c\/p\u003eUsing original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, \u003cem\u003eViral Marketing\u003c\/em\u003e offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices. \u003cp\u003e\u003c\/p\u003e\u003cem\u003eViral Marketing\u003c\/em\u003e suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field's research builds on the science behind brands and buying. \u003cp\u003e\u003c\/p\u003eThis is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Karen Nelson-Field\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0195527984\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780195527988\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Oxford University Press, USA\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/17\/2013\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 128\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.55lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 6.00w x 0.50d","brand":"Karen Nelson-Field","offers":[{"title":"Paperback","offer_id":43992880972031,"sku":"9780195527988","price":26.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_644d06ff-4fbf-4668-aeb1-0bde3c3b1823.jpg?v=1683321324","url":"https:\/\/www.whiterainbookhouse.com\/products\/viral-marketing-karen-nelson-field-9780195527988","provider":"WR Book House","version":"1.0","type":"link"}