Alumni Update Business | Issue Four 2014

Viral Marketing: The Science of Sharing

Get your copy today with special discounted offer

Karen Nelson-Field
Ehrenberg-Bass Institute Senior Research Associate, Dr Karen Nelson-Field has written a new book Viral Marketing: the science of sharing. Moving beyond the typical ‘how to get shared book’, this exciting new publication has the global marketing community talking.

It 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 Dr Nelson-Field says, “Wake up and smell the well-branded coffee.”
Using 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, Viral Marketing 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.

Viral Marketing 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 by Professor Byron Sharp, will find the key research that underpins this new work familiar. Dr Nelson-Field’s research builds on the science behind brands and buying.

A must read book that may just save you some time, money and credibility.
Oxford University Press is offering Alumni a special offer:

If you order a copy of Viral Marketing; the science of sharing you will receive 20% off the RRP and free delivery Australia wide.

To redeem this offer visit oup.com.au/nelsonfield and
enter the code: viralmkt


Note: This online offer is only available to Australian customers and will expire on the 30th May 2014.

For more information about the Ehrenberg-Bass Institute visit www.MarketingScience.info

Viral Marketing: The Science of Sharing

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