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Buzz: Real-life Lessons in Word-of-Mouth Marketing [Paperback]

Emanuel Rosen

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Book Description

12 Mar 2009
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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Clear, lucid and extremely well-researched. The last chapter by itself is worth the entire price of the book. (Seth Godin, author of Purple Cow)

The only thing that could dislodge Emanuel Rosen's Anatomy of Buzz from its place of honor on my bookshelf is an expanded edition of the Anatomy of Buzz. Rosen is the most insightful person I know on what makes buzz happen. (Chip Heath, author of Made to Stick)

Rosen's new edition with 12 new chapters (out of 24) makes it the best contemporary guide to understanding and using Buzz. (Professor Philip Kotler, Kellogg School of Management, Northwestern University)

Exceptionally useful. (Al Ries)

Excellent...The six rules about Ads and Buzz are worth the price of the book. (Jack Trout)

Book Description

Buzz. It's the reason people decide which car to buy, which book to read or which movie to see. Rosen's bestseller, rewritten and updated with more than fifty per cent new material, explains how to make buzz work for you.

Inside This Book (Learn More)
First Sentence
1 During the first few days of October 2004, Amy Rathke told everyone she met about the semester she had spent in Baja with the National Outdoor Leadership School. 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 on (beta) 4.0 out of 5 stars  1 review
4.0 out of 5 stars Word of Mouth Marketing is still King! 18 Oct 2010
By Josh Charlesworth - Published on
Format:Kindle Edition|Verified Purchase
To begin with I should point out there are previous books by Rosen relating to this subject. The books are called 'The Anatomy of Buzz' and there are several different versions. I haven't read any of these books, but from what I can gather they all appear to build on Rosen's original concept 'Buzz'. I have read previous books which cover in much less detail, word of mouth marketing (which is what this book is all about) and found some of them quite one-dimensional. It was refreshing to read a book that delves much deeper into word of mouth marketing. What I mean is word of mouth is something, I believe, is taken for granted, yet Rosen does a good job demonstrating through 'real world' examples (i.e. cold mountain) just how powerful it can really be. He suggests it is still, arguably, one of the most important forms of marketing.

I particularly enjoyed the authors discussion regarding just how much word of mouth marketing actually takes place face to face, compared to via social networking sites and the Internet. It was quite different to what I initially thought (face to face still reigns supreme). Although I enjoyed this book, I felt the author took too long to make his point in a few places and waffles on a little bit, hence only 4/5. Having said that, others may disagree. Nonetheless, I found this book a very worthy read.

If you want a very good resource on word of mouth marketing, strategies, concepts and pitfalls, then this book goes a long way to ticking those boxes.
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