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Title: The Anatomy of Buzz : How to Create Word of Mouth Marketing by Emanuel Rosen ISBN: 0-385-49668-0 Publisher: Currency Pub. Date: 16 April, 2002 Format: Paperback Volumes: 1 List Price(USD): $14.95 |
Average Customer Rating: 4.03 (30 reviews)
Rating: 4
Summary: Buzz rocks!
Comment: In this brutally competitive technology landscape an aspiring entrepreneur and marketeer need all the help that they can get. While the concepts that Rosen expounds may be old news to high tech insiders, there are many serious professionals on the outside that have not been exposed to the magic of buzz, the power of community, and other mainstay ideas that have driven technology marketing now for well over a decade. Rosen does a credible of capturing the essence of word of mouth marketing and provides good examples of where the technique has been phenomenally successful (e.g. hotmail). Read this book and add a few tools to your marketing toolkit.
Rating: 5
Summary: Invisible but Powerful Human Networks
Comment: Think about it. How many times have you been asked "Seen a good movie lately?" or "What's your favorite Italian restaurant?" or "Where can I get the best deal on an air conditioner?" The single most powerful but least understood form of marketing is word-of-mouth and yet, until now, no one has devoted to it the attention it deserves. In the Foreword to this book, Everett M. Rogers observes, "New products and services spread among the consumer public through interpersonal communication networks. These networks are for the most part invisible. They often operate in mysterious ways.. Thus we are largely blind to this very powerful marketing process. No wonder that we fail so often in our efforts to diffuse innovations." He's right.
Rosen explains how to create effective word-of-mouth marketing with material organized within three Parts: How Buzz Spreads, Success in the Networks, and Stimulating Buzz. It is important to stress that Buzz results only in combination with a superior product or service. As Jeffrey Gitomer correctly points out, "customer satisfaction" is achieved only on a per-transaction basis; the objective is to achieve and then sustain "customer loyalty." It is not only possible but common for a new product or service to generate Buzz initially but if the quality is not sustainable (preferably enhanced), what I call Positive Buzz can become Negative Buzz. (Even under Rosen's personal supervision, no matter how much perfume you pour on a pig, it's still a pig. The only buzz it generates will be provided by insects.) The "interpersonal communication networks" to which Rogers refers can just as effectively (and probably more quickly) "get the word out" about a defective product or unsatisfactory service. Obviously, no Buzz is preferable to Negative Buzz.
Rosen is talking about Positive Buzz. He explains HOW to take full advantage of the marketing opportunities it permits. In Chapter 16, "Buzz Workshop", he asks and then answers a series of very basic but profoundly important questions. (All by itself, this final chapter is well-worth the cost of the book. I strongly recommend that this chapter be re-read on a regular basis. Competitive marketplaces do have a way of changing, don't they?) Once having read the book, the reader is well-prepared to select and then implement those concepts, strategies, and tactics which are most appropriate to her or his own situation.
This book will be especially valuable to small-to-midsize companies with limited resources but the success of any marketing efforts (Buzz or otherwise) will still depend upon the quality of the product or service offered. All of us now actively involved in marketing owe a substantial debt to Rosen. Revealingly, the quality of his thinking and the originality of his ideas created Buzz long before his book was published. The acclaim he continues to receive is richly deserved.
Rating: 5
Summary: Interesting Stuff
Comment: This is a wonderful book that goes into legitimate, real-life methods of how Word of Mouth(buzz) is created. A great read...The Anatomy of Buzz is full of interesting stuff for the general reader, but even more helpful for the businessperson, beginning marketer, advertising executive, etc., very thought-provoking.
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Title: The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell ISBN: 0316346624 Publisher: Back Bay Books Pub. Date: 07 January, 2002 List Price(USD): $14.95 |
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Title: The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth by George Silverman ISBN: 0814470726 Publisher: AMACOM Pub. Date: April, 2001 List Price(USD): $17.95 |
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Title: Unleashing the Ideavirus by Seth Godin, Malcolm Gladwell ISBN: 0786887176 Publisher: Hyperion Pub. Date: 10 October, 2001 List Price(USD): $14.00 |
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Title: The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy by Jon Berry, Ed Keller ISBN: 0743227298 Publisher: Free Press Pub. Date: 07 January, 2003 List Price(USD): $26.00 |
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Title: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force by Ben McConnell, Jackie Huba, Guy Kawasaki ISBN: 0793155614 Publisher: Dearborn Trade Publishing Pub. Date: December, 2002 List Price(USD): $25.00 |
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