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Buzz By Marian Salzman

Buzz
by Marian Salzman

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How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists.
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Buzz Summary


Buzz: Harness the Power of Influence and Create Demand by Marian Salzman

How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.

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Buzz Reviews


"Marian Salzman has a knack for telling you what you'll be doing before you know it yourself." (The Observer, 29 June 2003) "...an enjoyable read, liberarally peppered with illuminating and insightful case studies..." (Marketing, 3 July 2003) " ...well covered..."(Gulf Business, July 2003) "...brand owners must get their wares talked about. The question is: how? The authors of Buzz... believe they have an answer..."(Financial Times, 24 July 2003)

About Marian Salzman


MARIAN SALZMAN is a seasoned advertising executive and one of the world's leading trendspotters. Chief Strategy Officer at Euro RSCG Worldwide, she is also the coauthor, with Ira Matathia and Ann O'Reilly, of the international bestseller Next: Trends for the Near Future. A trailblazer who was awarded the first online market-research franchise on AOL, Salzman is widely considered to be the inventor of online focus groups. IRA MATATHIA is the bestselling coauthor of Next. He is also the Managing Director at Euro RSCG, MVBMS Partners, and a former president of Chiat/Day in Canada and New York. He is a well-known speaker on the international circuit. ANN O'REILLY is a writer and editor who has worked for agencies such as Chiat/Day and Young & Rubicam. She currently serves as Editorial Director of S.T.A.R. (Strategic Trendspotting and Research) at Euro RSCG, and is also coauthor of Next.

Table of Contents


Preface. Introduction. 1. The Buzz about Buzz Marketing Is Building. 2. The Importance of Moving from A to Bee. 3. Tapping into the Superconnectors. 4. What Goes Up... 5. Managing the Ups and Downs: Lessons from the Perennials. 6. Silver Bullet Brands and Leaps of Faith. 7. Shock Treatment. 8. Media and Cyberspace. 9. Buzzing Youth. 10. Conclusion: Long Live the WORM. Notes. Glossary. Acknowledgments. Index.

Additional information

GOR001702598
Buzz: Harness the Power of Influence and Create Demand by Marian Salzman
Marian Salzman
Used - Very Good
Hardback
John Wiley and Sons Ltd
2003-04-28
256
0471273457
9780471273455
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.