The Anatomy of Buzz: Creating Word-of-Mouth Marketing

by EmanuelRosen (Author)

• Used

  Hardcover
  2000

  $4.46

  When purchasing certain products, customers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even relative strangers. Yet most of today's marketing still focuses on how to use advertizing and other tools to influence each customer individually, ignoring the fact that buying these conversation products is a social process. The guide shows companies how to help customers influence each other through word-of-mouth, using case studies and concrete examples.