The Anatomy Of Buzz by Emanuel Rosen
The first book to show companies how to generate word-of-mouth marketing. 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? ow did Sun Microsystems use the networks to spread the word about Java? ow did the makers of Trivial Pursuit create huge demand for the game almost overnight? ow 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.
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.
| SKU | Unavailable |
| ISBN 13 | 9781861976154 |
| ISBN 10 | 1861976151 |
| Title | The Anatomy Of Buzz |
| Author | Emanuel Rosen |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Profile Books Ltd |
| Year published | 2001-10-15 |
| Number of pages | 320 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |