Anatomy of Buzz Creating Word of Mouth - Brossura

Emmanuel, Rosen

Brossura

ISBN 10: 0006531601 ISBN 13: 9780006531609

Casa editrice: HarperCollins Business, 2001

Riassunto

Why did it take cameras more than 50 years to start spreading from professionals to the general 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 and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical, they may not listen to adverts, but they do listen to their friends. This book teaches in a systematic way how these invisible networks work. Readers can learn how to: build contagious attributes into the product at design stage; identify "network hubs" that influence others in the network; seed non-active networks early on; and design "tell a friend" promotions that really work (they usually don't).

Su questo libro

L'autore

Emmanuel Rosen holds an MBA from the University of San Francisco. He has worked as a senior copywriter at two of Israel’s leading advertising agencies, on accounts such as Kodak and Peugeot, and won ten national awards and the Bronze Lion from the International Festival of Commercials in Cannes. Before beginning this project he was vice-president of Marketing at Niles Software, the company that launced EndNote, the software tool now used by most academics to manage their bibliographic references which was promoted using the practices described in this book.

He resides in Menlo Park, California with his wife and four children.

Dalla quarta di copertina

Word-of-mouth marketing has long been recognised as a powerful selling tool. But just how does a company generate it?

How, for example, did the makers of Trivial Pursuit manage to create huge demand for their game, almost overnight? How did BMW use James Bond to double their orders for the Z3 Roadster? The ability, or inability, of companies to exploit word-of-mouth marketing can answer all of these questions.

The Anatomy of Buzz is the first book to show in a systematic way how these invisible networks work – and how you can benefit from them.

"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, co-author of The 22 Immutable Laws of Marketing'

Dettagli dell'edizione

• Editore: HarperCollins Business
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0006531601
• ISBN 13: 9780006531609
• Rilegatura: Copertina flessibile
• Numero di pagine: 320
• Contatto del produttore: non disponibile
• Persona responsabile: WordUnited GmbH; distribution@wordunited.com; ; Theodorstrasse 105; DUSSELDORF; 40472; Germania