The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The Blair Witch Project and There's Something About Mary. According to former marketing exec Emanuel Rosen, they all became successful not through traditional advertising or marketing routes, but through "buzz," that semitangible process through which information and commentary jump from one brain or mouth to another. Rosen also ascribes buzz to creating customer loyalty, which he says is built through the advice of friends, colleagues, or such trusted "mega-hubs" of information as Oprah Winfrey and Rosie O'Donnell. Rosen has spent the past few years studying the routes, nodes, and clusters through which buzz passes and grows, and the result is this well-researched book. While it doesn't throw much new light on the mechanics of buzz, it is at least instructive and entertaining, offering minisagas of the successful buzz behind such marketing triumphs as the dELia's catalog for teenage girls, PowerBars, and the BMW Z3 roadster. Buzz seekers, be warned, however: with the exception of a short chapter at the end of the book called "Buzz Workshop," you won't find much of a blueprint for starting the gears of buzz for your product or service. What you do get is a trove of real-life stories that, if they don't inspire and guide you toward taking your first buzz-creating baby steps, probably mean you're the type of person who should stick with conventional advertising and PR. --Timothy Murphy --
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讀後感
作者原來是賣大名鼎鼎的參考書目軟件endnote的，並請到瞭Diffusion of Innovation的E. Rogers作序。 書的條理性很強，善用例子，也簡單易懂，非常的insightful。 下麵簡單提煉3點： 1.你應該明白口碑傳播遠不是“媒介——意見領袖——大眾”的綫性模式這麼簡單。 2.口碑營...
評分作者原來是賣大名鼎鼎的參考書目軟件endnote的，並請到瞭Diffusion of Innovation的E. Rogers作序。 書的條理性很強，善用例子，也簡單易懂，非常的insightful。 下麵簡單提煉3點： 1.你應該明白口碑傳播遠不是“媒介——意見領袖——大眾”的綫性模式這麼簡單。 2.口碑營...
評分作者原來是賣大名鼎鼎的參考書目軟件endnote的，並請到瞭Diffusion of Innovation的E. Rogers作序。 書的條理性很強，善用例子，也簡單易懂，非常的insightful。 下麵簡單提煉3點： 1.你應該明白口碑傳播遠不是“媒介——意見領袖——大眾”的綫性模式這麼簡單。 2.口碑營...
評分作者原來是賣大名鼎鼎的參考書目軟件endnote的，並請到瞭Diffusion of Innovation的E. Rogers作序。 書的條理性很強，善用例子，也簡單易懂，非常的insightful。 下麵簡單提煉3點： 1.你應該明白口碑傳播遠不是“媒介——意見領袖——大眾”的綫性模式這麼簡單。 2.口碑營...
評分作者原來是賣大名鼎鼎的參考書目軟件endnote的，並請到瞭Diffusion of Innovation的E. Rogers作序。 書的條理性很強，善用例子，也簡單易懂，非常的insightful。 下麵簡單提煉3點： 1.你應該明白口碑傳播遠不是“媒介——意見領袖——大眾”的綫性模式這麼簡單。 2.口碑營...
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