Buzz: Real-life Lessons in Word-of-Mouth Marketing

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Profile Books, Oct 1, 2010 - Business & Economics - 320 pages
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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.
  

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Contents

Trigger
1
The New Buzz
21
Why Is Buzz on the Rise?
37
Can Buzz Be Measured?
45
Insight and Buzz
58
Why We Talk
67
Hubs
83
Its a Small World So What?
108
Give Us Something to Talk About
195
The Power of Participation
209
Uneven Distribution
224
More of a Café than a Subway Station
232
The Wall Street Journal and the Lingerie Business
239
Does Madison Avenue Still Matter?
250
Buzz in Distribution Channels
262
Putting It Together
272

How Buzz Spreads
128
Contagious Products
147
Accelerating Natural Contagion
159
The Envelope and the Line
166
Active Seeding
177
Story
187
Buzz Workshop
297
Notes
313
Bibliography
342
Index
349
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About the author (2010)

Emanuel Rosen became interested in buzz (and especially in how it can be accelerated) when he was responsible for marketing the EndNote software which spread to a large extent by word-of-mouth. He went on to write bestselling books about buzz which are available in thirteen languages. He lives in Menlo Park, California.

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