The answer: word-of-mouth marketing. Word-of-mouth marketing has long been recognized as a powerful selling tool. Now with the Internet connecting customers to each other, and the fact that consumers are becoming more attuned to (and skeptical of) traditional advertising, word-of-mouth marketing is increasingly important for the success (or failure) of your company.
Patricia Seybold, CEO, Patricia Seybold Group and author of Customers.com says that "former marketing VP Emanuel Rosen takes the mystery out of that elusive buzz and shows what companies actually do to get their customers to spread the word."
"Everyone in high-tech knows that word-of-mouth plays a major role in the adoption of new technologies. Finally here's a book that explains the phenomenon and shows how companies actually stimulate their customers to spread the word." - Geoffrey A. Moore, author of Crossing the Chasm and Living on the Fault Line
Packed with real-life examples, The Anatomy of Buzz is invaluable for anyone who wants to understand the word-of-mouth phenomenon.
Executive Producer: Orli Moscowitz
Producer: John Wager
Cover Design David J. High
Photograph by Ralph C. Del Pozzo
©2000 by Emanuel Rosen
(P) 2001 Random House, Inc.
"... a more useful read for marketers...the book has managed to generate quite a bit of buzz itself." (Karen Angel, BusinessWeek online)
I was looking for a book that will give me an insight into adding more word-of-mouth exposure for my business. This book clarifies the exact makings of the buzz phenomenon. Using current successful business examples that are familiar to most people using internet and email, this book answers the listener's questions by explaining exactly how those businesses became household names within such a short period of time.
I did find the book enjoyable, but it seemed that the author kept reciting (what seemed to be) the same three examples over and over again. More varied examples and uses of different firms would have kept my attention better.
I strongly disagree with the reviews posted by Charles and Jp. One of the particular strengths of this book is how the author returns again and again to examine different marketing aspects of a relatively large group of companies and products. This book has helped me to fundamentally re-think my marketing strategy. It is an outstanding resource that I would strongly recommend.
It is an interesting introduction to "buzz," however there are more recent books like "Contagious" by Jonah Berger that are more thoroughly researched. The examples in the book are getting very dates (some of the companies don't even exist anymore).
In depth analysis of the whole topic of buzz, covering many examples from the real world. It is not a quick overview, but more like a college course on the topic. The return to several ideas from different standpoints is especially helpful, because it meets my main reason for listening to the book, ie how can I use buzz in my business?
The author stated the same topics way to many times. While there were a few good examples, this book could have been shrunk to about 30 mins and I would have taken the same amount of enjoyment and information from it.
Would NOT recommend!
Yes this takes a lot of time to listen to, though I must say the book covers the idea of buzz more completely than anything else I've heard, so the time is justified. The author focuses on the people that start buzz, why and what you can do to help it along. A lot of talk about accessing networks. Excellent program if you need to know how to really create buzz. Just hope you have some patience!!! 8:40 whew!!!
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