The Anatomy of Buzz: How to Create Word of Mouth Marketing and over one million other books are available for Amazon Kindle. Learn more
Buy Used
$3.79
Condition: Used: Very Good
Comment: Eligible for Amazon's FREE Super Saver/Prime Shipping, 24/7 Customer Service, and package tracking. 100% Satisfaction Guarantee. Dust jacket in Has dustjacket condition.
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

The Anatomy of Buzz: How to Create Word of Mouth Marketing Hardcover – October 17, 2000


See all 7 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$0.20 $0.01

Notable New Titles in Business & Money
Browse a selection of featured new business & money titles.

Editorial Reviews

Amazon.com Review

The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The Blair Witch Project and There'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

From Publishers Weekly

Often generated within the hive of the Internet, "buzz" has become essential to a product's success in today's fast-paced business environment. As Rosen (a former marketing executive for Niles Software) explains, in pre-Internet days a new product would appear in stores; consumers would buy it or not; and the company would then take however long it wished to evaluate the launch. Today, however, consumers immediately voice their viewsAon message boards, review sites, company sites, complaint sites, via e-mail or on their own Web siteAand so have a strong and immediate influence on whether a launch succeeds. Covering the same territory as Seth Godin in Unleashing the Ideavirus (E-Publishing, Aug. 7), Rosen draws on his own experience with Niles Software's EndNoteAa computer program that converts bibliographic annotations from one form to anotherAto offer an overview of the mechanics of buzz. Topics range from how to seed the market at the grassroots to how to tantalize with scarcity and mystery, to how to accelerate natural contagion. The concluding "buzz workshop," complete with checklists and sidebars, is the most helpful, but marketers and inventors looking for concrete ideas may be disappointed by its brevity. Agent, Daniel Greenberg. (Oct.)
Copyright 2000 Reed Business Information, Inc.
NO_CONTENT_IN_FEATURE

Hero Quick Promo
Gold Box Deal of the Day: Up to 80% Off Fiction Favorites
Today only, more than 15 fiction favorites are up to 80% off on Kindle. Learn more

Product Details

  • Hardcover: 320 pages
  • Publisher: Doubleday Business; 1st edition (October 17, 2000)
  • Language: English
  • ISBN-10: 0385496672
  • ISBN-13: 978-0385496674
  • Product Dimensions: 9.6 x 6.4 x 1.1 inches
  • Shipping Weight: 1.3 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (51 customer reviews)
  • Amazon Best Sellers Rank: #765,772 in Books (See Top 100 in Books)

More About the Author

I'm co-author of "Absolute Value" (HarperCollins 2014) and author of "The Anatomy of Buzz" (Doubleday 2000, 2009.) Prior to writing these books, I was VP Marketing at Niles Software in Berkeley, California. There I was responsible for marketing EndNote, which spread to a large extent by word-of-mouth. This got me interested in buzz (and how it can be accelerated).

Customer Reviews

The first time I read this book, I did it in two sittings.
Will Richardson, publisher of "Just the tips, man"
I should add that the book is also very well written--fun, funny in parts, an easy read, and not bogged down with big words.
Jeffrey N. Takle
A detailed, yet simple system for creating buzz about your product or service.
Dan Seidman

Most Helpful Customer Reviews

52 of 55 people found the following review helpful By Randal Burgess on November 6, 2000
Format: Hardcover
I bought this book rather quickly after hearing about the author and the subject matter from Inc. Magazine. While the book is a fast read, is well-structured, and covers the topic of word-of-mouth marketing as advertised, I did not walk away with a sense that I had learned a tremendous amount from it. Most companies and their marketing efforts have used the tactics that Rosen talks about. I also judge books by how many notes I write down that give myself ideas and plans for my own business, and I had very few to speak of.
Rosen seems to have used quite a bit of reference material and put a lot of effort into this book, so I don't want to seem as though I am slamming him, but he seems to have "dumbed down" his presentation for the masses. I would have liked to have seen more stats and research results presented rather than a case study on yo-yos. The "beef" of the subject matter, namely "buzz," did not seem to be included between the covers of the book.
This is still a good book for a budding product marketer, but I'd wait for the paperback version.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
41 of 46 people found the following review helpful By A Customer on January 1, 2001
Format: Hardcover
I really didn't like this book. I've read The Tipping Point, and Crossing the Chasm (and other Moore books), all the books by Ries and Trout books, and numerous other marketing/publicity articles and publications. This "Buzz" book didn't offer new thinking. And the "how" to create buzz that other readers liked, well, I found it trite. Many of the examples used by the author are either overdone, been done before, or simply not very interesting. There were a few parts of the book that were reasonable, but all in all, it was a waste of my time and money. Normally I wouldn't even bother spending one more minute with this book by posting a review, but I am hoping that I'll save some other reader from it. Blech.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
28 of 32 people found the following review helpful By Donald Mitchell HALL OF FAMETOP 500 REVIEWERVINE VOICE on October 25, 2000
Format: Hardcover
This is the first book I recall that looks at the word-of-mouth phenomenon as a management activity for modern marketing. While Edward Bernays often recounted fascinating tales of how public relations helped move products by setting fashion, he never focused on the face-to-face aspects of how new ideas spread. Robert Cialdini has done remarkable work on describing how influence is created, but does not squarely focus on the word-of-mouth aspects of that influence.
Mr. Rosen has done a sound job of providing a number of interesting, behind-the-scenes examples as well as a context for thinking about word-of-mouth marketing. (I actually ended up trying some products describe here that I probably wouldn't have otherwise, such as the novel, Cold Mountain). The book's main weakness is that it focuses on word-of-mouth about products rather the broader question of how word-of-mouth creates opinions in all areas of society.
Mr. Rosen defines buzz as "the sum of all comments about a certain product that are exchanged among people at any given time." Naturally, you can have either good buzz ("It's great!) or bad buzz ("Avoid at all costs.").
It is easy to us to underestimate the power of these comments before we consider our own experiences. For example, if audiences hate a new movie, the word soon gets out and ticket sales plunge. You have probably seen people waiting in line to buy tickets asking those leaving a theater how the movie was. Here you have an example of perfect strangers advising each other and making purchase decisions based on these interactions. Naturally, this occurs much more frequently with authority figures (like Oprah for books) and people we know well (our family, friends and neighbors).
Read more ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
24 of 28 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on October 18, 2000
Format: Hardcover
Think about it. How many times have you been asked "Seen a good movie lately?" or "What's your favorite Italian restaurant?" or "Where can I get the best deal on an air conditioner?" The single most powerful but least understood form of marketing is word-of-mouth and yet, until now, no one has devoted to it the attention it deserves. In the Foreword to this book, Everett M. Rogers observes, "New products and services spread among the consumer public through interpersonal communication networks. These networks are for the most part invisible. They often operate in mysterious ways.. Thus we are largely blind to this very powerful marketing process. No wonder that we fail so often in our efforts to diffuse innovations." He's right.
Rosen explains how to create effective word-of-mouth marketing with material organized within three Parts: How Buzz Spreads, Success in the Networks, and Stimulating Buzz. It is important to stress that Buzz results only in combination with a superior product or service. As Jeffrey Gitomer correctly points out, "customer satisfaction" is achieved only on a per-transaction basis; the objective is to achieve and then sustain "customer loyalty." It is not only possible but common for a new product or service to generate Buzz initially but if the quality is not sustainable (preferably enhanced), what I call Positive Buzz can become Negative Buzz. (Even under Rosen's personal supervision, no matter how much perfume you pour on a pig, it's still a pig. The only buzz it generates will be provided by insects.) The "interpersonal communication networks" to which Rogers refers can just as effectively (and probably more quickly) "get the word out" about a defective product or unsatisfactory service. Obviously, no Buzz is preferable to Negative Buzz.
Read more ›
2 Comments Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews