Research Catalog

The anatomy of buzz : how to create word-of-mouth marketing

Title: The anatomy of buzz : how to create word-of-mouth marketing / Emanuel Rosen.
Author: Rosen, Emanuel S.
Publication: New York : Doubleday/Currency, [2000], ©2000.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5827.95 .R67 2000	Off-site

Description

xvi, 303 pages : illustrations; 25 cm

Summary

"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."--BOOK JACKET.

Subjects

Bibliography (note)

ISBN

0385496672

LCCN

00031453

OCLC

Owning Institutions

Columbia University Libraries