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Marketing Buzz: Towards a Framework for Entrepreneurs

Fitzsimmons, Jason R., Douglas, Evan J., Steffens, Paul R., & Thomond, Peter N. (2007) Marketing Buzz: Towards a Framework for Entrepreneurs. In AGSE Entrepreneurship Exchange, February, QUT, Brisbane. (Unpublished)

Abstract

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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ID Code: 6485
Item Type: Conference Paper
Keywords: Jason Fitzsimmons, Evan Douglas, Paul Steffens, Peter Thomond, entrepreneurship, marketing, SME's, small business
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Small Business Management (150314)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > Research Centres > Australian Centre for Entrepreneurship
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2007 (The authors)
Deposited On: 13 Mar 2007
Last Modified: 29 Feb 2012 23:36

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