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"...an enjoyable read, liberarally peppered with illuminating and insightful case studies..." (Marketing, 3 July 2003)
“…well covered…” (Gulf Business, July 2003)
“…brand owners must get their wares talked about. The question is: how? The authors of Buzz... believe they have an answer…”(Financial Times, 24 July 2003)
Euro RSCGs Marian Salzman, Ira Matathia, and Ann OReilly dont just talk theory; they show you how buzz marketing works. They walk you step by step through the process of identifying Alphas and Bees, influential individuals who can best ensure that your message is spread to your target audience. They also present proven techniques for creating the illusion of spontaneity, taking advantage of existing social networks to carry your message just where you want it to go, and managing dialogue in a way that puts consumers to work for you.
Presenting case studies from successful buzz marketing campaigns for Kate Spade, Bulgari, Ford, Nokia, and Apple, this make-it-happen guide gives you the inside story on how person-to-person influence really works. Youll also find out how effective shock ads really are, how to manipulate a brands momentum, and which products and services are most likely to benefit from a buzz campaign.
Youll discover the different kinds of buzz, including viral marketing via the Internet, seeding, and roach bait, and learn how to determine which type will work best for a given brand or campaign. And, throughout the book, youll find "Build the Buzz" tips that suggest innovative techniques for going beyond simple buzz to generate continued brand loyalty.
Theres plenty of buzz about buzz, but until now there has been precious little useful information. From now on youll be in the know. So read Buzz and find out what all the buzz is about.
Bought this book after trying to find more creative ways to market my internet product. Having worked in advertising on the creative side for years, this book really opened my eyes... Read morePublished on November 5, 2004 by Taylor Moore
Thought it would be rehash of other marketing books--nothing big, nothing new. Wrong. Good stuff on the trendspreaders, versus the trendsetters. Read morePublished on May 10, 2003
This book is written by real visionaries who thoughtfully and thoroughly open your eyes to the truth about marketing in an information saturated society. Read morePublished on May 10, 2003 by "carpevinum"
Buzz is the sort of business book that lay readers will find informative and fascinating. The examples are timely and thought provoking, helping me understand why some products and... Read morePublished on May 8, 2003
"This book convinced me that buzz is the medium of the future. It's the reality-tv of the advertising business, 'reality-marketing' hitting home (or the street) where canned... Read morePublished on April 28, 2003
This book is packed full of insights and case studies. Extremely readable. I found myself picking it up again and again, reading and re-reading various chapters. Read morePublished on April 25, 2003 by Walter Rowland Jr.