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Synopsis
When buying most things consumers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even strangers. Yet most marketing still focuses on advertising and other tools to influence each customer individually, ignoring the fact that buying 'conversation products' is a social process.The Anatomy of Buzz is the first book to show how to help customers influence each other through word-of-mouth, using case studies and concrete example:* Why did it take cameras 50 years to spread from professionals to the 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. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This book tells how to do it successfully.
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About the Author
Emanuel Rosen holds an MBA from San Francisco University. He has worked as a senior copywriter leading advertising agencies, on accounts such as Kodak and Peugeot, and won ten national awards and the Bronze Lion from the International Festival of Commercials in Cannes. Before beginning this book he was vice-president of Marketing at Niles Software, the company that launched EndNote, the software tool now used by most academics to manage their bibliographic references and which was promoted using the practices described in this book.
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The Anatomy Of Buzz: Creating Word-of-Mouth Marketing
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Anatomy of Buzz : Creating Word-of-Mouth Marketing
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The Anatomy of Buzz: Creating Word-Of-Mouth Marketing
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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,350grams, ISBN:9781861976154. Seller Inventory # 9469203
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The Anatomy of Buzz: Creating Word-Of-Mouth Marketing
Seller: Anybook.com, Lincoln, United Kingdom
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Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,350grams, ISBN:9781861976154. Seller Inventory # 9469202
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