Buzz. It's what makes people decide which car to buy, which book to read and which film to see. Consumer recommendation is the most valuable marketing tool there is €" and yet it's under-researched and overlooked as a method of reaching customers.
The groundbreaking bestseller The Anatomy of Buzz told us why buzz matters, using real-life phenomena from the PowerBar to Trivial Pursuit. In this new and updated edition, Emanuel Rosen, who has spent years studying buzz, adds findings from cutting-edge research and interviews with field-leaders to demonstrate how to create it.
The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketeers, but for anyone who wants to spread their message.
Contents: Trigger € "I Haven't Read This Book, but..." € The New Buzz € Why is Buzz on the Rise? € Can Buzz Be Measured? € Insight and Buzz € Why We Talk € Hubs € It's Small World. So What? € How Buzz Spreads € Contagious Products € Accelerating Natural Contagion € The Envelope and the Line € Active Seeding € Story € Give Us Something to Talk About € The Power of Participation € Uneven Distribution € More of a caf © than a Subway Station € The Wall Street Journal and the Lingerie Business € Does Madison Avenue Still Matter? € Buzz in Distribution Channels € Putting it Together € Buzz Workshop € Index
About the Authors: Emanuel Rosen was an award-winning senior copywriter, and the vice president of marketing for Niles Software for nine years. The first edition of this book was an international bestseller. He lives in Menlo Park, California.
Target Audience: Top marketing professionals and academics and students of management.
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