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Synopsis
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).
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À propos de l?auteur
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.
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The Anatomy of Buzz: Creating Word-of-Mouth Marketing
Vendeur : Bahamut Media, Reading, Royaume-Uni
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 6545-9780006531609
Quantité disponible : 1 disponible(s)
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The Anatomy of Buzz: Creating Word-of-Mouth Marketing
Vendeur : AwesomeBooks, Wallingford, Royaume-Uni
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : Very Good. The Anatomy of Buzz: Creating Word-of-Mouth Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 7719-9780006531609
Quantité disponible : 1 disponible(s)