Marketers who want to increase “infection” rates: Companies must push to make “contagious” e-mails worth passing on

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The e-mail can sometimes appear to be the curse of the modern office worker. How many people must spend Monday mornings opening and reading the vast accumulation of e-mails and thinking that this humdrum task appears to be a job in itself?

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2014), "Marketers who want to increase “infection” rates: Companies must push to make “contagious” e-mails worth passing on", Strategic Direction, Vol. 30 No. 3, pp. 25-27. https://doi.org/10.1108/SD-02-2014-0020