Viral Marketing for the Real World Duncan J. Watts, Jonah Peretti, and Michael Frumin
认为大公司不应依赖病毒式营销推广产品，而是提出“大种子营销”模型，结合传统广告与病毒传播，以填补市场空白并提升广告回报。
In spite of the recent popularity of viral marketing, we argue that most big companies should not rely on it to spread the word about their products and brands. Instead, we propose a new model called “Big Seed Marketing” that combines the power of traditional advertising with the extra punch provided by viral propagation. Between traditional advertising and viral marketing is an important gap that can be filled by big companies looking for an advantage in the market place and a better return on their advertising and marketing dollar.