The Anatomy of Buzz

  • by Emanuel Rosen
  • Narrated by Jason Culp
  • 8 hrs and 45 mins
  • Unabridged Audiobook

Publisher's Summary

How did the makers of Trivial Pursuit manage to create huge demand for their game, almost overnight? How did BMW use James Bond to double their orders for the Z3 roadster? Why did it take cameras fifty years to become accepted by the general public?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 LinePacked with real-life examples, The Anatomy of Buzz is invaluable for anyone who wants to understand the word-of-mouth phenomenon.

More

What the Critics Say

"... a more useful read for marketers...the book has managed to generate quite a bit of buzz itself." (Karen Angel, BusinessWeek online)

More

See More Like This

Customer Reviews

Most Helpful

Very comprehensive. Uses current examples.

I was looking for a book that will give me an insight into adding more word-of-mouth exposure for my business. This book clarifies the exact makings of the buzz phenomenon. Using current successful business examples that are familiar to most people using internet and email, this book answers the listener's questions by explaining exactly how those businesses became household names within such a short period of time.
Read full review

- Matthew

Broaden the examples

I did find the book enjoyable, but it seemed that the author kept reciting (what seemed to be) the same three examples over and over again. More varied examples and uses of different firms would have kept my attention better.
Read full review

- C. Magruder

Book Details

  • Release Date: 02-02-2001
  • Publisher: Random House Audio