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Viral Marketing

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IT Security Management

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 61))

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Abstract

This chapter points out who is the IT security team target audience, why and how they should communicate their message and which messages they should propagate. We complement these three aspects with references to marketing and psychology literature that provides security leaders with useful tips to sell security.

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Notes

  1. 1.

    See Section 1.12.

  2. 2.

    Information assurance, a broader term than information security, delivers a suitable level of protection for the organisation’s information (Ezingeard et al. 2007, pp. 96–118).

  3. 3.

    To support the business with their IT security advice and actions. See Section 1.19.

  4. 4.

    See Section 1.13.

  5. 5.

    See Section 1.19.

  6. 6.

    For example, an unaware user double clicking on an email attachment could set into motion a destructive piece of malware in the corporate network.

  7. 7.

    ENISA (2006), p. 52.

  8. 8.

    The IT security incident database we proposed in Section 1.15 could be of help in this scenario.

  9. 9.

    Kotler (2003), pp. 443–452.

  10. 10.

    One-way communication. See Section 7.2.

  11. 11.

    According to Kotler (2003), p. 15, the marketing mix is a set of marketing tools (product, price, promotion and place) that a firm uses to pursue its marketing objectives in the target market.

  12. 12.

    The 7 Ps of the “extended marketing mix” of Boots and Bitner expands the number of variables to control from four in the original marketing mix to seven. Extracted from http://www.12manage.com/methods_booms_bitnerPs.html. Last accessed 28-09-2009.

  13. 13.

    Albrechtsen and Hovden (2009), pp. 477 and 487.

  14. 14.

    Albrechtsen and Hovden (2009), p. 484.

  15. 15.

    Albrechtsen and Hovden (2009), p. 481.

  16. 16.

    The manufacturer uses advertising and promotion to induce customers to ask intermediaries for the product (Kotler 2003, p. 511).

  17. 17.

    See Section 10.13.

  18. 18.

    Albrechtsen and Hovden (2009), p. 484.

  19. 19.

    Albrechtsen and Hovden (2009), p. 483.

  20. 20.

    See Section 1.15.

  21. 21.

    Albrechtsen and Hovden (2009), p. 488.

  22. 22.

    See Section 7.11.

  23. 23.

    Albrechtsen and Hovden (2009), p. 487.

  24. 24.

    Albrechtsen and Hovden (2009), p. 484.

  25. 25.

    Proximity outpowers similarity (Gladwell 2000, p. 35).

  26. 26.

    See Chapter 4.

  27. 27.

    See Section 2.3.

  28. 28.

    Albrechtsen and Hovden (2009), p. 478.

  29. 29.

    Such as the case of COSO (2004), pp. 1–103.

  30. 30.

    From marketing lectures prepared by Stephen Lee and Robert Hattemer (Henley Management College MBA, 2006).

  31. 31.

    Kotler et al. (2004), p. 183.

  32. 32.

    Kotler et al. (2004), pp. 181–183.

  33. 33.

    Based on its potential to contribute to a secure organisation.

  34. 34.

    See Blythe (2006), p. 204.

  35. 35.

    See Sections 4.2, Sections 4.3 and Sections 4.4.

  36. 36.

    See Section 1.15.

  37. 37.

    The threat to outsource IT and IT security services is growing.

  38. 38.

    A potential argument against security tasks taken over by other IT teams.

  39. 39.

    Adopted from Kotler (2004), pp. 13 and 29.

  40. 40.

    According to Gronroos (1996), pp. 5–14.

  41. 41.

    See Section 5.10.

  42. 42.

    Gladwell (2000), pp. 38–46, refers to these individuals as connectors.

  43. 43.

    More about viral marketing in wikipedia. Available at http://en.wikipedia.org/wiki/Viral_marketing. Last accessed 20-11-2009.

  44. 44.

    A possible way to obtain this information could be checking the logs of the remote access infrastructure: Who access it most frequently?

  45. 45.

    See Section 2.3.

  46. 46.

    Privacy filters also benefit users’ sight. Although not security related, team members can also use this argument.

  47. 47.

    American author of business and marketing books.

  48. 48.

    Gladwell (2000), pp. 38–46.

  49. 49.

    Win-win deals that increase in value between the provider and the customer (Bird 2000, p. 30).

  50. 50.

    See Section 1.19.

  51. 51.

    Term coined by Jay Conrad Levinson (1984) according to http://en.wikipedia.org/wiki/Guerrilla_marketing. Last accessed 20-09-2009.

  52. 52.

    See the red team in Section 4.10.

  53. 53.

    Guerrilla marketing teams revolve more on human psychology than current incident response teams do.

  54. 54.

    According to Gladwell (2000), pp. 25 and 139.

  55. 55.

    Cyber-attacks that target software installed on users’ workstations. See SANS (2009b). Last accessed 29-09-2009.

  56. 56.

    See Section 10.5.

  57. 57.

    See Section 4.10.

  58. 58.

    See Chapter 8.

  59. 59.

    See Section 7.2.

  60. 60.

    See Section 5.2.

  61. 61.

    Punset (2007), pp. 40–47.

  62. 62.

    Ariely (2008), p. 4.

  63. 63.

    Ariely (2008), “The context of our character”, Chapters 11 and 12.

  64. 64.

    Ariely (2008), p. 212.

  65. 65.

    Always following the personal data protection legislation that applies to the organisation. We recommend to seek legal advice beforehand.

  66. 66.

    Ariely (2008), Chapter 2, “The fallacy of supply and demand”, and Chapter 3, “The cost of zero cost”.

  67. 67.

    This happens for example with medicines.

  68. 68.

    Kahneman and Tversky (2000), p. 301.

  69. 69.

    See Section 2.7.

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Authors and Affiliations

  1. Technical University of Madrid Universidad Politécnica de Madrid (UPM), Madrid, Spain

    Alberto Partida GIAC, CEH, CISSP, CISA, CGEIT, MBA (Information Security Expert)

  2. Grupo de Automatización en Señal y Comunicaciones, Technical University of Madrid Universidad Politécnica de Madrid (UPM), Madrid, Spain

    Diego Andina

Authors
  1. Alberto Partida GIAC, CEH, CISSP, CISA, CGEIT, MBA
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  2. Diego Andina
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Correspondence to Alberto Partida GIAC, CEH, CISSP, CISA, CGEIT, MBA .

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Partida, A., Andina, D. (2010). Viral Marketing. In: IT Security Management. Lecture Notes in Electrical Engineering, vol 61. Springer, Dordrecht. https://doi.org/10.1007/978-90-481-8882-6_7

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  • DOI: https://doi.org/10.1007/978-90-481-8882-6_7

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