The guerrilla marketing handbook
By Jay Conrad Levinson, Seth GodinThis book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules of thumb are also included.
http://www.download-it.org/free_files/filePages%20from%20Chapter%206%20%20Viral%20marketing.pdf
Viral marketing
Justin Kirb
http://www.ajpm-online.net/article/S0749-3797(08)00256-0/abstract
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