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Ripple Effect
Everyone in marketing is talking about word of mouth (WOM). At a time when traditional advertising is struggling, conversations between consumers – the most trusted source of product information – have taken on an entirely new dimension on the Internet. While considerable research on the effects and spread of WOM has been carried out over the past sixty years, surprisingly few scholars have tried to find out how to stimulate it. Martin Oetting seeks to close that gap. Based on involvement and empowerment research, this is the first scientific study connecting word of mouth with a participatory marketing approach, thus providing an answer to what may be marketing’s most pressing question: how to strategically harness the power of blogs, Facebook, and the Social Web.
Anzio
A harrowing and incisive “high-quality battle history” from one of the world’s finest military historians (Booklist). The Allied attack of Normandy beach and its resultant bloodbath have been immortalized in film and literature, but the US campaign on the beaches of Western Italy reigns as perhaps the deadliest battle of World War II’s western theater. In January 1944, about six months before D-Day, an Allied force of thirty-six thousand soldiers launched one of the first attacks on continental Europe at Anzio, a small coastal city thirty miles south of Rome. The assault was conceived as the first step toward an eventual siege of the Italian capital. But the advance stalled and Anzio...
