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Understanding Viral Marketing in a Week

by Richard Perry and Andrew Whittaker

Published 31 July 2002

Viral marketing is not just about spam email, as most people tend to think. It is about how some ideas, products, messages and behaviours spread like viruses, for example in the cases of Pokemon, Hotmail and even yoyos in the school playground.

This book concerns itself with how through creative marketing, these viruses can be started in order to greatly benefit the products they relate to, without the marketing budgets of Nike or Coca-Cola.