The Anatomy of Buzz Revisited
Real-life lessons in Word-of-Mouth Marketing
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About the author
EMANUEL ROSEN was vice president of marketing for Niles Software, the maker of EndNote, for nine years. He lives in Menlo Park, California.
From the Trade Paperback edition.
A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world
With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.
Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to:
* Generate genuine buzz both online and off.
* Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities.
* Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media.
Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.
The Crown Publishing Group
; February 2009
320 pages; ISBN 9780385528337
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Title: The Anatomy of Buzz Revisited
Author: Emanuel Rosen
In the press
“Just about every page of this book has an insight worth the entire price of admission. Tell your friends.”
—Seth Godin, author of Tribes
“Emanuel Rosen is to buzz marketing what Peter Drucker is to effective management. This book is the foundation upon which most buzz marketing knowledge is based.”
—Guy Kawasaki, cofounder of Alltop.com
“Buzz marketing is bigger and better than ever, which is why it is more important than ever to read this smart, smart book.”
—Robert B. Cialdini, author of Influence: Science and Practice, and coauthor of YES! 50 Scientifically Proven Ways to Be Persuasive