BOOK REVIEW Unleashing The Idea Virus Learn the tricks of how to use this new ‘contagious’ marketing tactic published June 2002 Most marketers are now familiar with the idea of viral marketing.  Less well-known is the larger concept of ‘idea viruses’, of which viral marketing is just a small part. Seth Godin’s book Unleashing the Idea Virus argues that ideas, like viruses, can be contagious; however this concept is rarely utilised by marketers because it is contrary to the traditional approach of controlling messages and measuring the spread of information. Unleashing the Idea Virus shows how businesses can use ‘idea viruses’ to reach potential customers that are immune to traditional marketing tactics.  Godin suggests maximising the spread of information from customer to customer, and provides examples of successful programs as well as helping readers develop their own idea viruses. Unleashing the Idea Virus is available through www.dymocks.com.au at $29.95 Or to learn a little more before you buy go to www.ideavirus.com

PR Influences Australian Public Relations Newsletter. Article: Concept of ‘idea viruses’ - viral marketing is small part. Information Content: Book Reviews & Information