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    The Anatomy of Buzz
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    The Anatomy of Buzz
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    The Anatomy of Buzz
    Audiobook (abridged)8 hours

    The Anatomy of Buzz

    Written by Emanuel Rosen

    Narrated by Jason Culp

    3/5

    ()

    Currently unavailable

    Currently unavailable

    About this audiobook

    A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights.

    What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."

    In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.

    Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.


    From the Hardcover edition.
    LanguageEnglish
    PublisherPenguin Random House Audio
    Release dateJan 16, 2001
    ISBN9780375418518
    Unavailable
    The Anatomy of Buzz
    Author

    Emanuel Rosen

    Emanuel Rosen is the author of the national bestseller The Anatomy of Buzz. He was previously vice president of marketing at Niles Software, where he launched the company's flagship product, EndNote. Rosen started his career in marketing as an award-winning copywriter. His books are available in twelve languages.

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    Reviews for The Anatomy of Buzz

    3/5

    32 ratings3 reviews

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    • 1/5
      Underneath it all a fairly straightforward book about viral marketing. Although it covers some interesting examples, it fails to deliver anything new and lacks a sense of delivering a strong framework which you can go out and make practical use of.Overall, a good book to refresh your focus on the importance of word of mouth and how you should think viral, but doesn't deliver on ideas or implementation.
    • 4/5
      Recommended by master enteprenuer James Tiscione, inventor of the credit card wallet. Advised this was the basis for his strategy that returned multi-million dollar sales using word-of-mouth advertising. After reading it, I can understand why it works.
    • 5/5
      Well researched.
      Well read out with clarity and voice intonation that keeps the reader listening.
      Authentic and needful for this century.
      Great historical background that adds to the validity of the research.
      Opens doors for future research.