The Anatomy of Buzz
In Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most buzz, and offers dead-on strategies for creating and sustaining effective world-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz or major brands, Rosen describes the ins and outs of attracting the attention of influential first users and “big-mouth” movers and shakers, and discusses proven techniques for stimulating customer-to-customer selling.
- Publisher: Doubleday
- Publication Date: 2002
- Publication Place: New York, USA
- Shelfmark: MAC10.1.6