The Anatomy of Buzz

De: Emanuel Rosen

Narrado por: Jason Culp

Duración: 8 h y 42 m

Resumen del Editor

A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights. What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. 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."

In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz—a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services—and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also 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 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.

©2000 by Emanuel Rosen
(P)2001 Random House, Inc.

Reseñas de la Crítica

"... a more useful read for marketers...the book has managed to generate quite a bit of buzz itself." –Karen Angel, BusinessWeek online

"Clear, lucid . . . The last chapter by itself is worth the entire price of the book!" –Seth Godin, author of Permission Marketing

"Readable, intelligent, grounded, and, most important, useful. Check it out." –Paco Underhill, author of Why We Buy: The Science of Shopping

Still Relevant!

Great insight that’s still relevant today! Very well laid out in a guidebook type fashion.

8 hours is long for anyone

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!!!

Outstanding resource

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?

Very comprehensive. Uses current examples.

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.

Thought provoking!

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.

Getting Dated

Would you say that listening to this book was time well-spent? Why or why not?

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).

The same thing over and over and over again

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!

Broaden the examples

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.