Buzz: Real-life Lessons in Word-of-Mouth Marketing
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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The New Buzz
Why Is Buzz on the Rise?
Can Buzz Be Measured?
Insight and Buzz
Why We Talk
Its a Small World So What?
Give Us Something to Talk About
The Power of Participation
More of a Café than a Subway Station
The Wall Street Journal and the Lingerie Business
Does Madison Avenue Still Matter?
Buzz in Distribution Channels
Putting It Together