The Anatomy of Buzz: Creating Word-of-Mouth Marketing

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9780006531609: The Anatomy of Buzz: Creating Word-of-Mouth Marketing

The first book to show companies how to generate word-of-mouth marketing

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 (they usually don’t).
• Advertise in a way that simulates and stimulates word-of-mouth.

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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

From the Back Cover:

Word-of-mouth marketing has long been recognised as a powerful selling tool. But just how does a company generate it?

How, for example, did the makers of Trivial Pursuit manage to create huge demand for their game, almost overnight? How did BMW use James Bond to double their orders for the Z3 Roadster? The ability, or inability, of companies to exploit word-of-mouth marketing can answer all of these questions.

The Anatomy of Buzz is the first book to show in a systematic way how these invisible networks work – and how you can benefit from them.

"The greatest advertising medium of them all is the human voice. Emanuel Rosen's book is an exceptionally useful guide to using this often-overlooked method of reaching customers and prospects."
'Al RIES, co-author of The 22 Immutable Laws of Marketing'

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Book Description HarperCollinsBusiness, London, 2001. Softcover. Book Condition: Very Good +. Second Impression. xvi, + 303pp., b/white photographic illustrations intext. Book clean, square. Spine firm. Leaves clean and unmarked, albeit slightly tanned. Illustrated card wrapper mildly edge-scuffed only. "Word-of-mouth marketing has long been recognised as a powerful tool. But just how does a company generate it? . . . the first book to show in a systematic way how these invisible networks work - and how you can benefit from them . . . " Contents include: Foreword, Acks., 16 chapters over three 'parts', Glossary, Notes, Bibliography, Credits, Index. Book weight approx. 220g. Postage charge will be reduced as this item will post under 500g. packed weight. Size: 8vo - over 7¾" - 9¾" tall. Bookseller Inventory # 009343

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