The thesis summarizes existing mathematical models for discontinuous innovation diffusion and differences vs. continuous innovation. It describes and analyzes what the difference between WOM marketing and viral is. It evaluates existing mathematical models for information spreading through viral marketing and analyze why successful viral marketing remains rare case. Analyze which marketing messages do spread virally and depict major reasons why.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:163040 |
| Date | January 2008 |
| Creators | Staroveský, Přemysl |
| Contributors | Koudelka, Jan, Bárta, Vladimír, Pichanič, Mikuláš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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