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Contagious

How to build word of mouth in the digital age

An intriguing look at why and how certain products, ideas and behaviours catch on, and how you can use the knowledge to your advantage.
Portrait

Jonah Berger is the James G. Campbell Jr. Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. He studies social influence and social epidemics, or how products, ideas, and behaviours catch on and become popular. This book is based on a popular, award-winning course Berger teaches at Wharton to undergraduates, MBAs and Executives. His research has been published in top-tier academic journals in psychology, economics, marketing and management, and popular accounts of his work have appeared in the New York Times, Wall Street Journal, NPR, Science, Harvard Business Review, Sloan Management Review, Wired, Business Week, The Atlantic, and The Economist. His research has been featured in the New York Times Magazine's Year in Ideas. Berger has been recognized with a number of awards for both scholarship and teaching, including the Iron Professor Teaching Award and the MBA Curricular Innovation Award from the Wharton School and best paper honourable mention from the Journal of Consumer Research. The Marketing Science Institute named him one of the top young scholars in the field.

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Einband Taschenbuch
Seitenzahl 256
Erscheinungsdatum 16.01.2014
Sprache Englisch
ISBN 978-1-4711-1170-9
Verlag Simon & Schuster Books for Young Readers
Maße (L/B/H) 19,5/12,8/2 cm
Gewicht 191 g
Buch (Taschenbuch, Englisch)
7,99
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