Buzz: Harness the Power of Influence and Create Demand

by Marian Salzman, Ira Matathia, Ann O'Reilly

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...

• Format: Hardcover
• Language: English
• ISBN: 0471273457
• ISBN13: 9780471273455
• Release Date: April 2003
• Publisher: Wiley
• Length: 256 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.9" x 6.3" x 9.1"

Customer Reviews

Highly Recommended!

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.

Good one...

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.

A vision of the future

This book is written by real visionaries who thoughtfully and thoroughly open your eyes to the truth about marketing in an information saturated society. Nothing works harder or better than word of mouth and instead of waiting around and hoping it might happen for your business, buy this book and learn how to create it. You'll be amazed at the fascinating stories, ideas and practical applications crammed in this enormously intelligent book that will help you understand how to create successful buzz for your business.

Eminently Readable

Buzz is the sort of business book that lay readers will find informative and fascinating. The examples are timely and thought provoking, helping me understand why some products and campaigns are successful and others are not. In today's marketplace, the consumer needs to be as savvy as the marketer.

chock-o-block full of insights

This book is packed full of insights and case studies. Extremely readable. I found myself picking it up again and again, reading and re-reading various chapters. An excellent field guide as to how you can and others have tapped into the power of buzz. A must read for anyone involved in marketing. It should be added to every business school's reading list.