Buzz: Harness the Power of Influence and Create Demand - Couverture rigide

Salzman, Marian; Matathia, Ira; O′Reilly, Ann

Couverture rigide

ISBN 10 : 0471273457 ISBN 13 : 9780471273455

Editeur : John Wiley & Sons Inc, 2003

Synopsis

Book by Salzman Marian Matathia Ira OReilly Ann

A propos du livre

Quatrième de couverture :

Praise for Buzz

"Buzz is ‘step–ahead marketing’ at its very best. No other book comes close to combining such fresh insights with compelling case studies on this crucially important marketing topic. It’s pure dynamite."
Kevin Lane Keller
E. B. Osborn Professor of Marketing,
Tuck School of Business at Dartmouth

"As the authors so enthusiastically show, every marketer wishing to create a hot product today must first create a powerful wave of buzz. And as they do so authoritatively demonstrate, that buzz must be authentic cultivated from the ground up via real experiences."
B. Joseph Pine and James H. Gilmore
coauthors, The experience economy

"When Marian Salzman enters a room, she sucks out all the ennui, stagnation, and negative thinking instantly replacing it with excitement, joy, and just plain buzz. If Marian’s spreading it, you need to catch it!"
Seth Godin
Author, Purple Cow

"Here’s the buzz about this book: It’s smart, it’s timely, and it’s on target. If you want to apply the power of one of the oldest forms of marketing to some of the newest challenges in business, Buzz will show you how it’s done. Spread the word: This is a honey of a book!"
Alan M. Webber
Founding Editor, Fast Company magazine

"All marketing practitioners are increasingly aware of the need to go well beyond the obvious in terms of communicating and building brands. This book caters admirably to that need, both in terms of the superb sweep of existing knowledge it puts together, as well as the insightful examples that the authors have pulled in from their own experience. As we make the transition to the 21st century, this is a must–read for all serious marketers."
Anish Gupta
Director, Strategic Support Services, Reckitt Benckiser

Présentation de l'éditeur :

How to master the power of buzz
Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real–world examples and case studies that show how marketers can manufacture the seemingly authentic word–of–mouth to which today′s cynical consumer responds.

À propos de cette édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 2003
• ISBN 10: 0471273457
• ISBN 13: 9780471273455
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 256