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Leveraging the Buzz - From Fan to Lead Generation in BMW's Pre-Communication

Kirsten Mrkwicka, Florian Resinger & Marcus Schögel

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abstract BMW has repeatedly attracted attention with innovative marketing ideas that snowballed word of mouth and customer interest. Its latest coup, the introduction of the BMW 1 Series M Coupé, is a prime example for lead generation with an integrated social media campaign. The following case study provides insights into the pre-communication and derives recommendations on how to create and leverage buzz.
   
type journal paper
   
keywords Word of Mouth, Buzz Marketing, BMW, Pre-Communication, Product Launch
   
language English
kind of paper journal article
date of appearance 8-2012
journal Marketing Review St. Gallen
publisher Gabler Verlag (Wiesbaden)
ISSN 1865-6544
ISSN (online) 1865-7516
volume of journal 28
number of issue 04/2012
page(s) 28-34
review double-blind review
   
citation Mrkwicka, K., Resinger, F., & Schögel, M. (2012). Leveraging the Buzz - From Fan to Lead Generation in BMW's Pre-Communication. Marketing Review St. Gallen, 28(04/2012), 28-34.