- Hardcover: 320 pages
- Publisher: HarperCollins Business (16 Oct 2000)
- Language English
- ISBN-10: 0002571048
- ISBN-13: 978-0002571043
- Product Dimensions: 23 x 15.6 x 3.4 cm
- Average Customer Review: 4.2 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 1,475,714 in Books (See Top 100 in Books)
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More About the Author
Product Description
Amazon.co.uk Review
The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The movies The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz", that semi-tangible process through which information and commentary jump from one brain/mouth to another, and customer loyalty is built through the advice of friends, colleagues, or trusted "mega-hubs" of information. Rosen has spent the past few years studying the routes, nodes and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering mini-sagas of the successful buzz behind such marketing triumphs as the BMW Z3 roadster. Buzz-seekers be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop", you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you are the type of person who should stick with conventional advertising and PR. --Timothy Murphy
Product Description
The first book to show companies how to generate word-of-mouth marketing.
When purchasing certain products customers rely heavily on personal recommendations from friends and family, colleagues and peers – and sometimes even relative strangers. Yet most of today’s marketing still focuses on how to use advertising and other tools to influence each customer individually, ignoring the fact that buying these ‘conversation products’ is a social process.
The Anatomy of Buzz will be the first book to show companies how to help customers influence each other through word-of-mouth, using case studies and concrete examples:
Why did it take cameras more than 50 years to start spreading from professionals to the general public?
• How did Sun Microsystems use the networks to spread the word about Java?
• How did the makers of Trivial Pursuit create huge demand for the game almost overnight?
• How did Nintendo create unprecedented buzz for Super Mario Brothers?
Word-of-mouth has long been recognized as a powerful marketing tool and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This will be the first book to teach in a systematic way how these invisible networks work. Readers will learn how to:
Build contagious attributes into the product at design stage.
• Identify ‘network hubs’ that influence others in the network.
• Seed non-active networks early on.
• Design ‘tell a friend’ promotions that really work.
• Advertise in a way that simulates and stimulates word-of-mouth.
Inside This Book
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First Sentence
I first witnessed how buzz travels years ago. Read the first page
Copyright | Table of Contents | Excerpt | Index
I first witnessed how buzz travels years ago. Read the first page
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Concordance
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Copyright | Table of Contents | Excerpt | Index
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Hardcover
The anatomy of buzz is a well written book but lacks the analysis and deepness of The Tipping Point of Malcolm Gladwell. I find that The Tipping Point and Emanuels Rosen book are complementary. I would first read Gladwells book to understand the psychological dynamics of human beings and if you need to integrate that view with business ideas I would recommend Rosens book to read afterwoods.
1 of 1 people found the following review helpful
Format:Hardcover
As marketing manager for a small business, I am always on the look out for new ideas to extend our userbase and particularly ones that don't cost a fortune. The author spends a long time introducing the subject, perhaps too long and I have to admit that I was loosing interest by about the half way stage. However, things picked up significantly in the last third and in the end it turned out to be a thoroughly useful read.
Format:Paperback
The topics analysed gain huge importance specially when analysed under the light of today's communication habits.
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