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 --
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作者原来是卖大名鼎鼎的参考书目软件endnote的，并请到了Diffusion of Innovation的E. Rogers作序。 书的条理性很强，善用例子，也简单易懂，非常的insightful。 下面简单提炼3点： 1.你应该明白口碑传播远不是“媒介——意见领袖——大众”的线性模式这么简单。 2.口碑营...
评分作者原来是卖大名鼎鼎的参考书目软件endnote的，并请到了Diffusion of Innovation的E. Rogers作序。 书的条理性很强，善用例子，也简单易懂，非常的insightful。 下面简单提炼3点： 1.你应该明白口碑传播远不是“媒介——意见领袖——大众”的线性模式这么简单。 2.口碑营...
评分作者原来是卖大名鼎鼎的参考书目软件endnote的，并请到了Diffusion of Innovation的E. Rogers作序。 书的条理性很强，善用例子，也简单易懂，非常的insightful。 下面简单提炼3点： 1.你应该明白口碑传播远不是“媒介——意见领袖——大众”的线性模式这么简单。 2.口碑营...
评分作者原来是卖大名鼎鼎的参考书目软件endnote的，并请到了Diffusion of Innovation的E. Rogers作序。 书的条理性很强，善用例子，也简单易懂，非常的insightful。 下面简单提炼3点： 1.你应该明白口碑传播远不是“媒介——意见领袖——大众”的线性模式这么简单。 2.口碑营...
评分作者原来是卖大名鼎鼎的参考书目软件endnote的，并请到了Diffusion of Innovation的E. Rogers作序。 书的条理性很强，善用例子，也简单易懂，非常的insightful。 下面简单提炼3点： 1.你应该明白口碑传播远不是“媒介——意见领袖——大众”的线性模式这么简单。 2.口碑营...
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