The Anatomy of Buzz Revisited

The Anatomy of Buzz Revisited PDF

Author: Emanuel Rosen

Publisher: Crown Currency

Published: 2009-02-24

Total Pages: 386

ISBN-13: 0385528337

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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 Anatomy of Buzz

The Anatomy of Buzz PDF

Author: Emanuel Rosen

Publisher: Crown Currency

Published: 2002-05-14

Total Pages: 322

ISBN-13: 0385505124

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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.

The Anatomy of Buzz

The Anatomy of Buzz PDF

Author: Emanuel Rosen

Publisher:

Published: 2004-04

Total Pages: 303

ISBN-13: 9780756774646

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Word-of-mouth marketing has long been recognized as a powerful selling tool. But just how does a company generate it? How, for example, did the makers of Trivial Pursuit manage to create huge demand for their game, almost overnight? How did BMW use James Bond to double the orders for the Z3 Roadster? The ability, or inability, of companies to exploit word-of-mouth marketing can answer all of these questions. This is the first book to show in a systematic way how these invisible networks work -- and how you can benefit from them. An exceptionally useful guide to using this often-overlooked method of reaching customers and prospects.

Connected Marketing

Connected Marketing PDF

Author: Justin Kirby

Publisher: Routledge

Published: 2007-06-07

Total Pages: 320

ISBN-13: 1136415645

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Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling ‘Anatomy of Buzz’) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.

Buzz

Buzz PDF

Author: Thor Hanson

Publisher: Basic Books

Published: 2018-07-10

Total Pages: 288

ISBN-13: 0465098800

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As seen on PBS's American Spring LIVE, the award-winning author of The Triumph of Seeds and Feathers presents a natural and cultural history of bees: the buzzing wee beasties that make the world go round. Bees are like oxygen: ubiquitous, essential, and, for the most part, unseen. While we might overlook them, they lie at the heart of relationships that bind the human and natural worlds. In Buzz, the beloved Thor Hanson takes us on a journey that begins 125 million years ago, when a wasp first dared to feed pollen to its young. From honeybees and bumbles to lesser-known diggers, miners, leafcutters, and masons, bees have long been central to our harvests, our mythologies, and our very existence. They've given us sweetness and light, the beauty of flowers, and as much as a third of the foodstuffs we eat. And, alarmingly, they are at risk of disappearing. As informative and enchanting as the waggle dance of a honeybee, Buzz shows us why all bees are wonders to celebrate and protect. Read this book and you'll never overlook them again.

Absolute Value

Absolute Value PDF

Author: Itamar Simonson

Publisher: Harper Collins

Published: 2014-02-04

Total Pages: 189

ISBN-13: 006221568X

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Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies. How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

The Anatomy of Prose

The Anatomy of Prose PDF

Author: Sacha Black

Publisher: Atlas Black Publishing

Published: 2020-05-29

Total Pages: 263

ISBN-13: 1913236013

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Do your sentences fail to sound the way you want? Are they lackluster, with flat characters and settings? Is your prose full of bad habits and crutches? In The Anatomy of Prose, you’ll discover: A step-by-step guide to creating descriptions that sing The key to crafting character emotions that will hook a reader How to harness all five senses to make your stories come alive, deepening your reader's experience Tips and tricks for balancing details at the sentence level Methods for strengthening each sentence through strategic word choice, rhythm and flow Dozens of literary devices, and how to utilize them to give your prose power Tactics for differentiating characters in dialogue as well as making it punchy and unforgettable A comprehensive prose-specific self-editing check list How to embody your character's personality at the sentence level The most common pitfalls and mistakes to avoid The Anatomy of Prose is a comprehensive writing guide that will help you create sensational sentences. Whether you’re just starting out or are a seasoned writer, this book will power up your prose, eliminate line-level distractions and help you find the perfect balance of show and tell. By the end of this book, you'll know how to strengthen your sentences to give your story, prose and characters the extra sparkle they need to capture a reader's heart. If you like dark humor, learning through examples and want to create perfect prose, then you’ll love Sacha Black’s guide to crafting sensational sentences. Read The Anatomy of Prose today and start creating kick-ass stories.

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