Emanuel Rosen

The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights. 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." Now available in paperback, The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and 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 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product.

How to Create Word-of-mouth Marketing

The Anatomy of Buzz

An updated edition of the best-selling business handbook draws on interviews with dozens of marketing executives to identify the products and services that benefit most from consumer recommendations, how to effectively stimulate customer-to-customer selling, and the new opportunities available with MySpace, YouTube, blogs, and more. Original. 20,000 first printing.

Real-Life Lessons in Word-of-Mouth Marketing

The Anatomy of Buzz Revisited

Buzz is the most valuable marketing tool there is - and yet it's under-researched and overlooked as a method of reaching customers. The groundbreaking The Anatomy of Buzz told us why buzz matters: studies and real-life phenomena from the iMac to Cold Mountain prove that consumer recommendations are the best form of advertising or marketing. Now Rosen, who has spent years studying buzz, has added findings from cutting-edge research and 100 new interviews with field-leaders to show you how to create it. The result, with tips on subjects from seeding the market to accelerating natural contagion, is essential reading not only for marketers, but for anyone who wants to spread their message.

Real-life Lessons in Word-of-Mouth Marketing

Buzz

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.

Creating Word-of-Mouth Marketing

Anatomy of Buzz

Itamar Simonson

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.

Emanuel Rosen

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