The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing

The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works. Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to: * Generate genuine buzz both online and off. * Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities. * Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media. Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world. Praise for ANATOMY OF BUZZ, REVISITED "This is a must-read for marketers and an engaging book for anyone interested in social, digital or online media, or in social phenomena in general. [...] Importantly, while acknowledging the power of the Internet, Rosen refuses to fall into the trap of focusing only on online buzz. Recent research indicates that the vast majority of word of mouth is offline." Andrea Wojnicki, Financial Post "A recent survey of Ad Age readers' favorite media and marketing books credits the timelessness of a true marketing lesson: Six of the top 10 titles were published more than a decade ago. Ranking high on the list is Emanuel Rosen's "Anatomy of Buzz," a much-praised guide to word-of-mouth marketing that rode the bestseller lists in 2001 alongside "The Tipping Point" but predates the connectivity age of Facebook and Twitter -- a critical component of buzz-building today. Where most biz books would face becoming irrelevant, Rosen's chosen to rework his text to reflect today's social-media graph." David Berkowitz, Advertising Age “The only thing that could dislodge Emanuel Rosen’s Anatomy of Buzz from its place of honor on my bookshelf is an expanded edition of the Anatomy of Buzz. Rosen is the most insightful person I know on what makes buzz happen.”- Chip Heath , Author of Made to Stick: Why Some Ideas Survive and Others Die “Emanuel Rosen is to buzz marketing what Peter Drucker is to effective management. This book is the foundation upon which most buzz marketing knowledge is based.” -Guy Kawasaki, Co-founder of Alltop.com “Buzz marketing is bigger and better than ever, which is why it is more important than ever to read this smart, smart book.” -Robert B. Cialdini, author of Influence: Science and Practice "Rosen's new edition with 12 new chapters (out of 24) makes it the best contemporary guide to understanding and using Buzz." -Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University “This is one book worth talking about. Emanuel Rosen is one of the pioneers in the word-of-mouth marketing space. From the launch of the original Xbox to the recent release of blockbuster video games like Halo 3, you can see Rosen’s influence in our customer interactions, especially with the active online community. In The Anatomy of Buzz Revisited , Rosen sticks to the core principles of his first book while substantially updating them to reflect the changes that have taken place online. The book’s concrete examples will offer solid ideas to any marketer.” - John Porcaro, Director, Customer and Community Relationship Marketing Microsoft Interactive Entertainment Business “Way beyond a revision, the book provides fresh insights and vivid case studies into how buzz is created and harnessed to propel business strategies.” -David Aaker, Vice-Chairman, Prophet, Author Spanning Silos “I’m sorry to say I can’t recommend The Anatomy of Buzz as my top pick anymore. There’s something better out there and it’s called The Anatomy of Buzz Revisited . Like its predecessor, it’s accessible, compelling and is based on solid principles of how word of mouth works, but this book has been completely revamped to include fresh material, new topics and the latest research.” - Walter J. Carl, Ph.D., Northeastern University; Founder, ChatThreads “Before buzz had any buzz, Emanuel was onto it as the next big thing. The Anatomy of Buzz was a foundational book for our space, and now he does a perfect job building on all of those original concepts to present a state-of-the-art look at one of the most important societal factors of our time.” -Jonathan Carson, President — International, Nielsen Online, Co-Founder, Nielsen BuzzMetrics “The definitive handbook on word of mouth marketing, updated” -Paul Marsden PhD — Author, Connected Marketing, Managing Director — Clickadvisor “When it was published, T