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The Anatomy of Buzz
Condition: Pre-owned; Good (G)
Author: Emanuel Rosen
Format: Paperback
When buying most things consumers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even strangers. Yet most marketing still focuses on advertising and other tools to influence each customer individually, ignoring the fact that buying 'conversation products' is a social process.The Anatomy of Buzz is the first book to show how to help customers influence each other through word-of-mouth, using case studies and concrete example:* Why did it take cameras 50 years to spread from professionals to the public?* How did Sun Microsystems use the networks to spread the word about Java?* How did the makers of Trivial Pursuit create huge demand for the game almost overnight?* How did Nintendo create unprecedented buzz for Super Mario Brothers?Word-of-mouth has long been recognized as a powerful marketing tool. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This book tells how to do it successfully.
