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The Anatomy of Buzz

How to Create Word of Mouth Marketing

By Emanuel Rosen

(9)

| Paperback | 9780385496681

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Book Description

The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.
As "Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything fContinue

The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.
As "Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."
Now available in paperback, "The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
Recent surveys show that 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With "The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product. [예스24 제공]

Critics

  • The Anatomy of Buzz: How to Create Word of Mouth Advertising By Emanuel Rosen

    People talk. There's no getting around it. People talk about each other and about themselves because we are social animals who love to communicate. This month we look at talk from three different points of view: talk as a marketing tool, as a sales t ... (read full critics)

    bookpage published on Wed, 15 Sep 2010

1 Review

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  • 3 people find this helpful

    The book tells the readers how "word of mouth" works to create buzz, thus promoting the products.

    The start of the book is interesting and it gets more boring towards the end. Although quite a number of examples are cited, they are quite repetitive (and outdated as it was written in some year ... (continue)

    The book tells the readers how "word of mouth" works to create buzz, thus promoting the products.

    The start of the book is interesting and it gets more boring towards the end. Although quite a number of examples are cited, they are quite repetitive (and outdated as it was written in some years ago, e.g. it only cited Hotmail but not Google as an example). Somehow it cannot jump out the trend that it's just a book which uses hundreds of pages to elaborate a small idea, i.e. a reader can jump a few chapters without losing anything valuable. And most of the contents in the latter part are just old wine in a new bottle.

    Anyway, the idea in the book is quite inspiring. It worths spending some time.

    If you don't know whether you will be interested in it, you can go to the author's website to take a glance first:

    http://www.emanuel-rosen.com

    Is this helpful?

    CCC said on Aug 30, 2007 | Add your feedback

Book Details

  • Rating:
    (9)
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  • English Books
  • Paperback 303 Pages
  • Edition: 1
  • ISBN-10: 0385496680
  • ISBN-13: 9780385496681
  • Publisher: Currency
  • Pub date: Apr 01, 2002
  • Dimensions: 1355 mm x 839 mm x 129 mm Just how big is that?
  • Also available as: Hardcover, Audio CD and Others
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9780385496681 Paperback $15.95 -- The Book Depository
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