Anatomy Of Buzz

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.

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works. Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to: * Generate genuine buzz both online and off. * Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities. * Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media. Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.

Buzz is the most valuable marketing tool there is - and yet it's under-researched and overlooked as a method of reaching customers. The groundbreaking The Anatomy of Buzz told us why buzz matters: studies and real-life phenomena from the iMac to Cold Mountain prove that consumer recommendations are the best form of advertising or marketing. Now Rosen, who has spent years studying buzz, has added findings from cutting-edge research and 100 new interviews with field-leaders to show you how to create it. The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketers, but for anyone who wants to spread their message.

A new product, a new service, a new company, a new division, a new anything - where there's a will, Kawasaki shows the way with his essential steps to launching one's dreams.

"Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that includes one all-new, previously unpublished summary." "The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals, business students, and anyone curious about how marketing has evolved."--BOOK JACKET.