The Anatomy of Buzz: How to Create Word of Mouth Marketing

by Emanuel Rosen

A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights.

What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."

In The Anatomy of Buzz , former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.

Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.

Genres: Business, Nonfiction, Management

320 pages, Hardcover

First published October 17, 2000

About the author

Emanuel (Manu) Rosen is a bestselling author whose books have been translated into thirteen languages. His latest book is "The Life Machines: How Taking Care of Your Mitochondria Can Transform Your Health", which he coauthored with his wife, Daria Mochly-Rosen. His first book, "The Anatomy of Buzz," managed to generate quite a bit of buzz itself, as BusinessWeek noted. His third book, "Absolute Value" (with Stanford professor Itamar Simonson), won the 2016 American Marketing Association Best Book Award. Emanuel was previously vice president of marketing at Niles Software, where he launched the company’s flagship product, EndNote. He’s presented his work in numerous forums around the world, including at companies such as Google, Intel, and Nike. His work has been featured in the Harvard Business Review, Time, Advertising Age, and many other media. He is married to Daria Mochly-Rosen. They live in Menlo Park, California, and have four adult children and three grandchildren.

Reviews

[Gwen · Rating 1 out of 5]

I hate marketing. I hate pop-marketing/psychology. Needless to say, reading this book for class makes me hate everyone involved in marketing.

[Matt · Rating 5 out of 5]

this was a book I read as a bathroom book.. I didn't try to read it cover to cover, but rather read it in 3-5 minute segments, skipping around in the book.. you don't need to read it cover to cover. I am an accountant by trade so I try to expose myself to marketing ideas and this is a great book to do that.. but don't try to read it cover to cover read parts of it over and over through the course of several years and it will be a very rewarding book...

[Alex · Rating 2 out of 5]

Dated, most of the info is found elsewhere and most of the insights here are pretty obvious.

[Alex · Rating 3 out of 5]

Although outdated, it is still a decent read for those interested in marketing.

[Nik Livadas · Rating 3 out of 5]

lots of common sense

[Mark Cheverton (scifipraxis) · Rating 2 out of 5]

Underneath it all a fairly straightforward book about viral marketing. Although it covers some interesting examples, it fails to deliver anything new and lacks a sense of delivering a strong framework which you can go out and make practical use of.

Overall, a good book to refresh your focus on the importance of word of mouth and how you should think viral, but doesn't deliver on ideas or implementation.

[Maya · Rating 2 out of 5]

I read the older version of this because it's all the library had. It took me a long time to get through this book. It had some snippets of information that were really good and other times I felt like the author was just repeating himself. Because it was the older version it did not take into account the Facebook era of word-of-mouth. The new version might touch on this more and how to take advantage of what it has to offer.

[Aaron · Rating 5 out of 5]

This book has changed the way I view marketing. It gives you a great overview with much detail of how word of mouth and buzz spreads.

If you are interested in Word of Mouth Marketing this is ESSENTIAL READING!

All the best,

Aaron Mangal
Chief Love Generation Officer
http://www.yearoflove.org

[Sve · Rating 4 out of 5]

It is a good book, outlining some of the major principles of word-of-mouth marketing.
However, due to the fact that it was written in the year 2000 it is quite outdated. Understandably, there is nothing said about the emerging of the Social networking websites and their impact in word-of-mouth.
I think that is worth checking the sequel: The anatomy of Buzz revised :)

[Todd Johnson · Rating 3 out of 5]

One of many books that came out around that time profiling viral marketing. Pretty good read if that's what floats your boat.

[Irawati - · Rating 3 out of 5]

gambaran sederhana dr
awal word-of-mouth yg rumit

sbagai pegangan awal
namun perlu update
untuk skarang ini,
karna tetap saja
buku akan tertinggal dr jurnal

[Antti Vilpponen · Rating 3 out of 5]

Explaining the theories behind networks and buzz marketing. However, not as complete and thorough as I would have liked. Covers the basics quite well.

[Mas Dani "Chapunk" Setiawan · Rating 3 out of 5]

cukup memberi gambaran tentang pentingnya efek positif dan negatif dari suatu public opinion

[Robert · Rating 4 out of 5]

Pretty dry, but does what it says on the label. Enough case studies / examples to be pretty useful.

[Gem]

Marketing!!

[Paul · Rating 1 out of 5]

Huge disappointment. Don't bother.

[Jakelaub · Rating 4 out of 5]

Good if you want to know about buzz marketing and network theory. Otherwise only moderately pleasurable to read.

[Keith Jennings · Rating 4 out of 5]

Great read for those interested in word-of-mouth marketing as science. Last chapter, a workshop, is a gem.

[Danica · Rating 4 out of 5]

Good information. The last chapter is definitely the best - the rest of the book expands on those ideas.

[Lori Grant · Rating 4 out of 5]

A should-read book on buzz/word-of-mouth marketing for the knowledge worker, manager, executive, or entrepreneur.

[Ethan Unklesbay · Rating 4 out of 5]

Great book for business/marketing people.

More on the blog...
https://unklethan.wordpress.com/2016/...

[Briana · Rating 3 out of 5]

Okay if you're looking to learn more about marketing . .wouldn't really read it just for fun.