- Hardcover: 256 pages
- Publisher: John Wiley & Sons (28 April 2003)
- Language English
- ISBN-10: 0471273457
- ISBN-13: 978-0471273455
- Product Dimensions: 16.1 x 2.3 x 23.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,236,983 in Books (See Top 100 in Books)
- See Complete Table of Contents
Buzz
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More About the Author
Product Description
Review
"Marian Salzman has a knack for telling you what you′ll be doing before you know it yourself." (The Observer, 29 June 2003)
"...an enjoyable read, liberarally peppered with illuminating and insightful case studies..." (Marketing, 3 July 2003)
“…well covered…” (Gulf Business, July 2003)
“…brand owners must get their wares talked about. The question is: how? The authors of Buzz... believe they have an answer…”(Financial Times, 24 July 2003)
"Marian Salzman has a knack for telling you what you′ll be doing before you know it yourself." (The Observer, 29 June 2003)
"...an enjoyable read, liberarally peppered with illuminating and insightful case studies..." (Marketing, 3 July 2003) “
…well covered…”(Gulf Business, July 2003)
“…brand owners must get their wares talked about. The question is: how? The authors of Buzz... believe they have an answer…”(Financial Times, 24 July 2003)
Marketing, 3 July 2003
"...an enjoyable read, liberally peppered with illuminating and insightful case studies..."
Inside This Book
(Learn More)
First Sentence
Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5.0 out of 5 stars
Highly Recommended!,
By
This review is from: Buzz: Harness the Principles of Influence and Create Demand (Brandweek) (Hardcover)
This book is essentially a compendium of standard marketing lore repackaged as a new gospel of brand building. Breezily if sometimes awkwardly written, it provides some useful insight into how technology and social changes have reduced the importance of advertising and magnified the impact of person-to-person chatter. Abundant examples, anecdotes and observations on current events help keep it relevant to contemporary business. Given that books trying to catch the next wave of what works can be called a success if they deliver a single insight that a reader can use effectively, we find this book successful and worth reading.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.2 out of 5 stars (12 customer reviews) 5 of 5 people found the following review helpful:
3.0 out of 5 stars
Not a deep dive,
By P. Mykleby - Published on Amazon.com
This review is from: Buzz: Harness the Principles of Influence and Create Demand (Brandweek) (Hardcover)
Buzz relies on its anecdotes and case studies to provide insight and explanation of the topic. The example-ware is interesting enough to keep the pages turning--the book's an easy read--but I was hoping for more. Using a diving analogy, if great business texts were scuba diving, Buzz would be snorkeling. While some of the material was thought-provoking, the text casually cruises around, and never really gets down below the surface.
If you're looking to get an idea of post-Barnum, modern influence marketing, Buzz works. If you're looking for exhaustive analysis of the title material, descriptive techniques, or methods, this may not be the book for you. As an aside, there are repeated references to the authors' own company, which only detract from the work. A footnote: The book includes an entire chapter on and shock and negative marketing. By virtue of posting this review, I realize I'm contributing to Buzz' own buzz. 5 of 6 people found the following review helpful:
3.0 out of 5 stars
EURO-RSCG MOUTHPIECE, LACKS FOCUS, BUT INTERESTING CASES,
By Shashank Tripathi - Published on Amazon.com
This review is from: Buzz: Harness the Principles of Influence and Create Demand (Brandweek) (Hardcover)
When used in the context of marketing, the word "Buzz" usually conjures up connotations of PR or creative activities executed in unprecedented ways, rather than old-school advertising. That's a notion that the EuroRSCG authors of this book clearly do not share. Everything even remotely within the gamut of marketing is smooshed in to this all-encompassing treatise. No reason, they felt for instance, to leave out traditional creative that successfully carries "shock value" (e.g., voyeuristic ads) and thus by implication, "buzz." Personally, I was specifically interested in examples of usage of new media such as mobile phones or blogging, but both these issues get abysmally meagre mention in the book. A case of Amnesty International from Netherlands is mentioned regarding the use of SMS. As for blogs, we are recommended, in 2 paltry pages of coverage, to keep ourselves "apprised" with what users around the world may be writing about our brands. That's a bit like saying corporate governance is crucial for business, so well, keep your accounts clean. Right. How about a conceptual or theoretical framework, or even just a couple of concrete suggestions to actually DO something about it? While the case studies are occasionally nifty -- e.g., MTV's hold on the spring break season for the youth in US; or Nando's in South Africa which uses creative advertising to position itself against McDonalds and KFC -- the book simply flip-flops all across the board trying to flesh out the fashionable catchet of buzz. In the absence of any directional guidelines about how to CATALYZE such "buzz," the book falls a bit short of it promised claims. I'd still give it a 3/5 for a pretty interesting marketing read in general, it's just the title that's a bit of a gyp. 1 of 1 people found the following review helpful:
2.0 out of 5 stars
Great for predicting the past,
By Easy Writer - Published on Amazon.com
This review is from: Buzz: Harness the Principles of Influence and Create Demand (Brandweek) (Hardcover)
"Buzz" has about 10 pages of educational reading. The concept of alphas (also called early adopters) and betas (the buzzing group that copies the early adopters and brags about it to others) is great.
The rest of this book is a waste of time. The authors constantly trot out examples of things that went viral, but don't know enough about it to actually explain how it went viral. They weren't involved in the early planning to identify the alphas, and they don't give good explanations for what exactly made the betas adopt the alphas' ideas, so every anecdote is a smug exercise in predicting the past. "You see," the authors seem to say, "here's an example of something that became viral, which demonstrates we know what we're talking about." It's easy to retrofit your theory to fit an anecdote, but it's lazy and obvious to an intelligent reader. In the end, an interesting framework followed by a history lesson of things that became viral does not give a marketer enough information to replicate it. And the authors' annoying habit of constantly name-dropping their agency name reveals, I think, what this book was really intended for - a customer giveaway that might generate some buzz for them. I'm not biting. And neither should you. |
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