Creating infectious action : how to make ideas take flight

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"Social media offers a platform that not only rapidly transmits brand messaging to an audience but also lets the audience engage and interact--steps that are key to viral marketing. From her resear...

"Social media offers a platform that not only rapidly transmits brand messaging to an audience but also lets the audience engage and interact--steps that are key to viral marketing. From her research on consumer psychology, marketing strategy, and even the psychology of happiness, Dr. Aaker identifies the four critical components of an infectious campaign..."--Back cover.

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