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The Anatomy of Buzz Revisited: Real-life Lessons in Word-of-Mouth Marketing Paperback – February 24, 2009
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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, The Anatomy of Buzz was extremely advanced in analyzing how some surprising activities seemed to work better than marketing as we had previously understood it. Eight years later The Anatomy of Buzz Revisited takes some of the best examples from the original book and weaves them together in a broader and richer context. Buzz has pushed new boundaries and raised fresh ethical questions about deception. It is more important than before that we understand this powerful force and use it, as one of several core tools in our toolbox, to build brands responsibly.” -Jim McDowell, Chief Motorer, MINI USA
“As a word-of-mouth junkie I read everything I can find on the topic and I can honestly say that this book is the most comprehensive. The stories are fun and fascinating, the research is complete and compelling, and the balance of theory and application gives people everything they need to ignite, encourage, and measure powerful word-of-mouth campaigns.” -Greg Stielstra, author of PyroMarketing and Faith-Based Marketing.
“This book is a true classic--the first book you should read if you want to really understand viral, buzz, and word of mouth.” - Andy Sernovitz, author, Word of Mouth Marketing: How Smart Companies get People Talking
"When I first read The Anatomy of Buzz, I found myself longing for more... and now I finally have it. In this long awaited update to his classic marketing text, Emanuel takes you deeper inside the idea of buzz and what makes a product or idea contagious."- Rohit Bhargava, SVP of Marketing at Ogilvy & Author of Personality Not Included.
“A true word-of-mouth marketer himself, Emanuel Rosen collaborated with his readers over the eight years since The Anatomy of Buzz. His revised effort drills deeply into both the HOW and WHY of word-of-mouth. As with the original book, Rosen once again authors the quintessential word-of-mouth text.”- Stuart Sheldon, President, Escalate Marketing LLC-Atlanta Division. Former Director of Brand Activation at Coca-Cola North America
“Emanuel Rosen’s update to the Anatomy of Buzz is truly a gem. With an easy to read style and wonderful examples to make it come to life, Rosen tells us what need to know about why word of mouth is such a powerful force, and what savvy marketers can do to tap it.”- Ed Keller, CEO, The Keller Fay Group and Author, The Influentials
Praise for the first edition:
"Readable, intelligent, grounded, and, most important, useful. Check it out." —Paco Underhill, author of Why We Buy
“Finally, here’s a book that explains the phenomenon and shows how companies actually stimulate their customers to spread the word.” --Geoffrey A. Moore, author of Crossing the Chasm
“A fascinating look at the nature of interpersonal networks and how they can be activated. I cannot remember being so influenced by a book in the past several years” --Professor Everett M. Rogers, Author, Diffusion of Innovations
“The greatest advertising medium of them all is the human voice. Emanuel Rosen’s book is an exceptionally useful guide to using this often-overlooked method of reaching customers and prospects”-Al Ries, Chairman, Ries & Ries Coauthor, Positioning: The Battle For Your Mind
About the Author
EMANUEL ROSEN was vice president of marketing for Niles Software, the maker of EndNote, for nine years. He lives in Menlo Park, California.
Top customer reviews
I put it down, thinking I had tapped the best of this book; not so, I had only read the first half of a book that rewards all the way through. The second half even makes things more practical and approachable than the first half.
I don't have a lot to say except this is not the same book that was written almost ten years ago, it has been updated to include the plethora of new case studies, examples, and experts, including all the hot and new social networks. I am going to pass on this book to all the members of my team because I believe that all companies and all staff members can develop some calcium deposits when it comes to creativity, innovation, and problem-solving -- we become too myopic -- and I really believe this sort of read can blow out the cobwebs and help keep my team on their toes.
I highly recommend it and am grateful that Mr. Rosen thought of me during the publicity of this revised and improved book.
The main point that the author is trying to make is that if a company can create positive word of mouth about their brand or product, they will successfully reach their customers. This is because people trust and listen to their peers and other consumers more than experts, professionals, or anyone else. For this reason, Rosen explains that listening to your customer is imperative in creating word of mouth and generating sales. Through a quick story about the developers of the megahit game, Cranium, he reveals that “if you listen-if you truly listen- you have a better chance of improving your customer experience and thus increasing word of mouth” (Rosen 63). Perhaps the most enlightening observation presented in the book is that buzz is something that can happen on its own, but planned buzz is what creates very effective results. My favorite example of this is the Herbal Essences color guide booklet. The company identified that for teenage girls, a large portion of their hair dye customers, fear of disappointment and approval of their friends were their biggest concerns when thinking about dyeing their hair. Herbal Essences decided to develop and mail out color guide booklets with a hole in the middle that allowed you to see how your hair would look after being dyed with certain colors. Results showed that 82% of participants shared and discussed the booklet with friends (Rosen 61). Herbal Essences creating a conversation piece, and their national sales increased significantly.
With examples from current, highly successful companies such as this one, the author supports his arguments in an engaging way that’ll keep you hooked. He also uses the same examples and builds upon them in different ways to prove various points which makes it helpful to conceptualize the ideas and tie them together. The incorporation of case studies and research projects from credible firms such as the Edelman Trust Barometer and Integration strengthen Rosen’s arguments. His claims such as, the internet has played a major role in the rise of buzz yet most word of mouth is offline, and that buzz needs to be in high volume and widespread to be effective, are more convincing with the data to back it up. In addition to strong examples and recent studies, Rosen cleverly uses short stories to entertain readers while further enhancing his arguments.
This book was enjoyable to read and I gained a lot of insight into the marketing world from it. I find the topic of word of mouth extremely relevant in today’s society which made reading the book interesting and fun. The writing style was direct and to the point which I really appreciated. The content wasn’t highly scientific or complex, it was understandable yet insightful. “The Anatomy of Buzz Revisited” breaks down the hows and whys of word of mouth marketing into small subsections, acting as a successful manual to understanding the importance of buzz in today’s business world. Although I enjoyed the casual set up of the book, the different segments were occasionally choppy and seemed randomly organized, making it a little hard to follow at times. Regardless, this book is compelling and will be refreshing to all readers, marketers or not, as it focuses on how we as consumers play such an important role in marketing through sharing our experiences in everyday conversations.
Rosen is talking about Positive Buzz. He explains HOW to take full advantage of the marketing opportunities it permits. In Chapter 16, "Buzz Workshop", he asks and then answers a series of very basic but profoundly important questions. (All by itself, this final chapter is well-worth the cost of the book. I strongly recommend that this chapter be re-read on a regular basis. Competitive marketplaces do have a way of changing, don't they?) Once having read the book, the reader is well-prepared to select and then implement those concepts, strategies, and tactics that are most appropriate to her or his own situation.
Presumably many of those who read that first edition do not know that almost 70% of the material is new. As Rosen explains in his Introduction, he offers lots of new examples and case studies "from the trenches" that made him focus on concepts that he previously ignored (or almost ignored) "such as the need to measure buzz, storytelling, the power of participation, ethical issues, conversation hooks, secondhand buzz, and visual buzz." Also, Of the 24 chapters in this "revisit," twelve are completely new (1-16, 13, 15-17, and 19-20) and only two are essentially the same (9-10). "The other chapters [i.e. 7-8, 11-12, 18, and 21-24] fall somewhere in between."
I was pleased to see Everett Rogers acknowledged in the Introduction. He passed away almost five years ago when Rosen last visited him, "he gave me a lecture on the economic development of New Mexico, a state he loved and called home." Rogers is the author of a book I highly admire, Diffusion of Innovations, and provided the Foreword to the first edition. He 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. This substantially revised and updated edition is most welcome. I think the core principles that Rosen introduces and explains in the first edition are still sound. However, opportunities to apply them -- to "get out the word" about a product or service experience, and perhaps offer a positive or negative comment about it with others -- have become almost unlimited. Therefire, those primarily responsible for creating or increasing demand for whatever they offer in a competitive marketplace need fresh perspectives on exciting new applications of rock-solid principles. Emanuel Rosen responds brilliantly and generously to that need in this completely updated and revised edition of what is already viewed as a business "classic."
Those who share my high regard for this book really should check out the previous edition, if possible, as well as Rogers' aforementioned Diffusion of Innovations, McConnell and Huba's Creating Customer Evangelists, almost anything by Godin and Gitomer, Kawasaki's Reality Check, and Martin Lindstrom's Buyology.
Most recent customer reviews
It lacks details on how to generate buzz.Read more