Author(s): Emanuel Rosen

NZ non-fiction

How do people decide which car to buy, which book to read, or which movie to see? Buzz. But what exactly do you do to get buzz going? Among this book's many insights: * Most buzz is positive. There are concrete ways to get more of it * New opportunities in the era of MySpace, YouTube, and blogs *The latest research on buzz, based on one-hundred new interviews with leaders in the field, practitioners and consumers One of the first smart, single-topic business books to cross over to a general audience, "The Anatomy of Buzz" paved the way for other books about word-of-mouth marketing. Authoritative, surprising, and comprehensive, THE ANATOMY OF BUZZ REVISITED""is essential for anyone who is interested in getting their message heard. A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today's online world
With two-thirds new material and scores of current examples from today's most successful companies, "The Anatomy of Buzz Revisited" takes readers inside the world of word-of-mouth marketing and explains how and why it works.
Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, "The Anatomy of Buzz Revisited" shows how to:
* Generate "genuine" buzz both online and off.
* Encourage people to talk about your products and services--and help spread the word among their friends, colleagues, and communities.
* Adapt traditional word-of-mouth strategies in today's era of Facebook, YouTube, and consumer-generated media.
Smart, surprising, and filled with cutting-edge strategies and insights, "The Anatomy of Buzz Revisited "is essential for anyone who wants to get attention for a product, message, or idea in today's message-cluttered world. Review: Advance Praise for ANATOMY OF BUZZ, REVISITED
"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
"Waybeyond 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 thispowerful 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 itcome 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
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""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 First published 2000; this revised edition 2009.