The Tipping Point: The Flame of the Word of Mouth in Marketing
Shimul, Md. Anwar Sadat
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The idea of tipping point has got significant importance in the discourse of sociology, physics, environmental science, natural disaster and epidemic management. Malcolm Gladwell, a British-Canadian journalist, wrote the book titled ‘The Tipping Point: How Little Things Can Make a Big Difference’ in the year 2000. It caught the attention of readers within a very short period of time and the book triumphed with the best seller list both nationally and internationally. Malcolm defined the tipping point as a magical moment when an idea, trend or behavior crosses a threshold and spreads like the flame of fire. The phenomenon is compared with contagious diseases such as cold, cough and influenza whereas a small idea or incident can create a significant change in our life.