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The Anatomy of Buzz Revisited: Real-life Lessons in word-of-mouth Marketingby Emanuel Rosen
Synopses & Reviews
A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world
With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.
Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to:
* Generate genuine buzz both online and off.
* Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities.
* Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media.
Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.
How do people decide which car to buy, which book to read, or which movie to see? Buzz. But what exactly do you do to get buzz going? Among this book's many insights: * Most buzz is positive. There are concrete ways to get more of it * New opportunities in the era of MySpace, YouTube, and blogs *The latest research on buzz, based on one-hundred new interviews with leaders in the field, practitioners and consumers One of the first smart, single-topic business books to cross over to a general audience, "The Anatomy of Buzz" paved the way for other books about word-of-mouth marketing. Authoritative, surprising, and comprehensive, THE ANATOMY OF BUZZ REVISITED" "is essential for anyone who is interested in getting their message heard.
EMANUEL ROSEN was vice president of marketing for Niles Software, the maker of EndNote, for nine years. He lives in Menlo Park, California.
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