by Jonah Berger (Get the Book)Berger (Univ. of Pennsylvania) offers an interesting analysis of the factors that drive products, ideas, and behaviors to diffuse through a population. Bolstered by numerous real-world examples, such as Livestrong wristbands and the Atkins diet, the author identifies six basic principles of viral marketing--the elements encouraging social epidemics. Applications not only include traditional marketing arenas but also are culled from areas such as workplace behavior and political campaigning. Berger devotes separate chapters to his "STEPPS" for prompting viral activity; they include "Social Currency," "Triggers," "Emotion," "Public, "Practical Value," and "Stories." While some of the principles are seemingly well known, Berger underscores the key challenge of cutting through the clutter and offers advice on creating effective messages and content that will be "contagious." The result is a useful and practical guide for practitioners seeking to achieve maximal impact with a limited budget. The volume is interesting, informative, and topically relevant, as astronomically growing numbers continue to share information via mobile devices. Additionally, graduate students, particularly those in MBA programs, would find this book an engaging supplement in any marketing course. --Library Journal
