Marketing buzz : towards a framework for entrepreneurs
Fitzsimmons, Jason R., Douglas, Evan J., Steffens, Paul R., & Thomond, Peter N. (2009) Marketing buzz : towards a framework for entrepreneurs. In Ghose, Amitabha (Ed.) Small Business : Marketing Challenges and Strategies. Icfai University Press, Hyderabad, India, pp. 127-144.
Despite the increasing recognition of the importance of word of mouth as an integral component of a firms’ marketing efforts, there has been little emphasis on developing suitable guidelines for entrepreneurs who wish to leverage scarce resources by pursuing more innovative marketing techniques. In addition, although there has been a great deal of research into the nature of social networks and interpersonal communication via word of mouth, there have been few attempts to link this research with the firms marketing strategy. In this paper, we consider the diffusion of innovation literature and recent research into social network structure and propose a framework that may be useful for enhancing the marketing efforts of entrepreneurial firms.
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|Item Type:||Book Chapter|
|Keywords:||Marketing, Entrepreneurs, Small Business, Challenges, Strategies|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Entrepreneurship (150304)|
|Divisions:||Current > Research Centres > Australian Centre for Entrepreneurship|
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
|Deposited On:||04 Mar 2010 07:26|
|Last Modified:||11 Aug 2011 03:50|
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