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Title: The Anatomy of Buzz
Author: Emanuel Rosen
Narrator: Jason Culp
Format: Unabridged
Length: 8 hrs and 45 mins
Language: English
Release date: 02-02-01
Publisher: Random House Audio
Genres: Business, Marketing
Summary:
The answer: word-of-mouth marketing. Word-of-mouth marketing has long been recognized as a powerful selling tool. Now with the Internet connecting customers to each other, and the fact that consumers are becoming more attuned to (and skeptical of) traditional advertising, word-of-mouth marketing is increasingly important for the success (or failure) of your company.
Patricia Seybold, CEO, Patricia Seybold Group and author of Customers.com says that "former marketing VP Emanuel Rosen takes the mystery out of that elusive buzz and shows what companies actually do to get their customers to spread the word."
"Everyone in high-tech knows that word-of-mouth plays a major role in the adoption of new technologies. Finally here's a book that explains the phenomenon and shows how companies actually stimulate their customers to spread the word." - Geoffrey A. Moore, author of Crossing the Chasm and Living on the Fault Line
Packed with real-life examples, The Anatomy of Buzz is invaluable for anyone who wants to understand the word-of-mouth phenomenon.
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