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Revision with unchanged content. The book seeks to provide a critical evaluation of viral marketing´s potential as a new and possibly crucial dimension in 21st century marketing. It covers essential features of communicational and social behaviour, examines key aspects of viral marketing from the original concept to final implementation and investigates methods of campaign assessment. Consideration is given to the application of viral marketing in a broader corporate communication strategy as well as to some of the pitfalls that may be encountered.

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The author studied media managementat the FHTW Mittweidaand strategic managementat Warwick Business School.Assistant to the managing directorof Bavaria Production Servicesin Munich.

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