- Hardcover: 256 pages
- Publisher: Wiley; 1 edition (April 11 2003)
- Language: English
- ISBN-10: 0471273457
- ISBN-13: 978-0471273455
- Product Dimensions: 16.1 x 2.3 x 23.8 cm
- Shipping Weight: 499 g
- Average Customer Review: 4.6 out of 5 stars See all reviews (8 customer reviews)
- Amazon Bestsellers Rank: #1,547,441 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Review
"Marian Salzman has a knack for telling you what you'll be doing before you know it yourself." (The Observer, 29 June 2003)
"...an enjoyable read, liberarally peppered with illuminating and insightful case studies..." (Marketing, 3 July 2003)
“…well covered…” (Gulf Business, July 2003)
“…brand owners must get their wares talked about. The question is: how? The authors of Buzz... believe they have an answer…”(Financial Times, 24 July 2003)
Product Description
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.
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.
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First Sentence
Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
Highly Recommended!,
By
This review is from: Buzz: Harness the Power of Influence and Create Demand (Hardcover)
This book is essentially a compendium of standard marketing lore repackaged as a new gospel of brand building. Breezily if sometimes awkwardly written, it provides some useful insight into how technology and social changes have reduced the importance of advertising and magnified the impact of person-to-person chatter. Abundant examples, anecdotes and observations on current events help keep it relevant to contemporary business. Given that books trying to catch the next wave of what works can be called a success if they deliver a single insight that a reader can use effectively, we find this book successful and worth reading.
3.0 out of 5 stars
EURO-RSCG MOUTHPIECE, LACKS FOCUS, BUT INTERESTING CASES,
By
This review is from: Buzz: Harness the Power of Influence and Create Demand (Hardcover)
When used in the context of marketing, the word "Buzz" usually conjures up connotations of PR or creative activities executed in unprecedented ways, rather than old-school advertising. That's a notion that the EuroRSCG authors of this book clearly do not share. Everything even remotely within the gamut of marketing is smooshed in to this all-encompassing treatise. No reason, they felt for instance, to leave out traditional creative that successfully carries "shock value" (e.g., voyeuristic ads) and thus by implication, "buzz." Personally, I was specifically interested in examples of usage of new media such as mobile phones or blogging, but both these issues get abysmally meagre mention in the book. A case of Amnesty International from Netherlands is mentioned regarding the use of SMS. As for blogs, we are recommended, in 2 paltry pages of coverage, to keep ourselves "apprised" with what users around the world may be writing about our brands. That's a bit like saying corporate governance is crucial for business, so well, keep your accounts clean. Right. How about a conceptual or theoretical framework, or even just a couple of concrete suggestions to actually DO something about it? While the case studies are occasionally nifty -- e.g., MTV's hold on the spring break season for the youth in US; or Nando's in South Africa which uses creative advertising to position itself against McDonalds and KFC -- the book simply flip-flops all across the board trying to flesh out the fashionable catchet of buzz. In the absence of any directional guidelines about how to CATALYZE such "buzz," the book falls a bit short of it promised claims. I'd still give it a 3/5 for a pretty interesting marketing read in general, it's just the title that's a bit of a gyp.
5.0 out of 5 stars
Good one...,
By A Customer
This review is from: Buzz: Harness the Power of Influence and Create Demand (Hardcover)
Thought it would be rehash of other marketing books--nothing big, nothing new. Wrong. Good stuff on the trendspreaders, versus the trendsetters. Makes me rethink do you wanna be Alpha or Bee, and if you're a marketer, if you're wasting money chasing the first versus the third one to try something new. I know the authors' work from NEXT, but this BUZZ is much more focused, and insightful, also a very easy read. It's almost too fun to be a business book.
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