The Anatomy of Buzz: How to Create Word of Mouth Marketing (Taschenbuch) von Emanuel Rosen   Rezensionen: The Palm Pilot. The novelCold Mountain. The iMac. Hotmail. FedEx.The Blair Witch ProjectandThere's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another. Rosen also ascribes buzz to creating customer loyalty, which he says is built through the advice of friends, colleagues, or such trusted "mega-hubs" of information as Oprah Winfrey and Rosie O'Donnell. Rosen has spent the past few years studying the routes, nodes, and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering minisagas of the successful buzz behind such marketing triumphs as the dELia's catalog for teenage girls, PowerBars, and the BMW Z3 roadster. Buzz seekers, be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop," you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you're the type of person who should stick with conventional advertising and PR. --Timothy Murphy-- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels. © 1998-2001 Amazon.com, Inc. und Tochtergesellschaften Alle Rezensionen ansehen...   Angebote zu  Anatomy ,  Buzz ,  Create  ab 1 Euro! Siehe auch folgende Artikel: Der Tipping Point. Wie kleine Dinge Großes bewirken können. von Malcolm Gladwell Buzzmarketing: Get People to Talk about Your Stuff: Get People to Talk About Your Stuff von Mark Hughes Viral Marketing von Sascha Langner Connected Marketing: The Viral, Buzz and Word of Mouth Revolution von Justin Kirby Mehr zu  Business & Investing,  Marketing Home ...,    Angebote ansehen ...,    Begleitseite ... Herausgeber dieser Seite ist DomainLoc.com GmbH - Partner von Amazon.de Copyright © DomainLoc.com GmbH (Impressum)