Buzz: Harness the Power of Influence and Create Demand
John Wiley & Sons, Apr 25, 2003 - Business & Economics - 246 pages
Praise for Buzz
"Buzz is ‘step-ahead marketing’ at its very best. No other book comes close to combining such fresh insights with compelling case studies on this crucially important marketing topic. It’s pure dynamite."
"As the authors so enthusiastically show, every marketer wishing to create a hot product today must first create a powerful wave of buzz. And as they do so authoritatively demonstrate, that buzz must be authentic–cultivated from the ground up via real experiences."
"When Marian Salzman enters a room, she sucks out all the ennui, stagnation, and negative thinking–instantly replacing it with excitement, joy, and just plain buzz. If Marian’s spreading it, you need to catch it!"
"Here’s the buzz about this book: It’s smart, it’s timely, and it’s on target. If you want to apply the power of one of the oldest forms of marketing to some of the newest challenges in business, Buzz will show you how it’s done. Spread the word: This is a honey of a book!"
"All marketing practitioners are increasingly aware of the need to go well beyond the obvious in terms of communicating and building brands. This book caters admirably to that need, both in terms of the superb sweep of existing knowledge it puts together, as well as the insightful examples that the authors have pulled in from their own experience. As we make the transition to the 21st century, this is a must-read for all serious marketers."
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The Buzz about Buzz Marketing Is Building
The Importance of Moving from A to Bee
Tapping into the Superconnectors
What Goes Up
Lessons from the Perennials
Silver Bullet Brands and Leaps of Faith