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Buzz: Harness the Power of Influence and Create Demand [Anglais] [Relié]

Marian Salzman , Ira Matathia , Ann O'Reilly

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Description de l'ouvrage

28 avril 2003
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.

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Revue de presse

"Marian Salzman has a knack for telling you what you′ll be doing before you know it yourself." ( The Observer , 29 June 2003) " 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)

"Marian Salzman has a knack for telling you what you′ll be doing before you know it yourself." ( The Observer , 29 June 2003) " 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)

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

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Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Lire la première page
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles sur (beta) 4.2 étoiles sur 5  12 commentaires
5 internautes sur 5 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Not a deep dive 27 juillet 2004
Par P. Mykleby - Publié sur
Buzz relies on its anecdotes and case studies to provide insight and explanation of the topic. The example-ware is interesting enough to keep the pages turning--the book's an easy read--but I was hoping for more. Using a diving analogy, if great business texts were scuba diving, Buzz would be snorkeling. While some of the material was thought-provoking, the text casually cruises around, and never really gets down below the surface.

If you're looking to get an idea of post-Barnum, modern influence marketing, Buzz works. If you're looking for exhaustive analysis of the title material, descriptive techniques, or methods, this may not be the book for you.

As an aside, there are repeated references to the authors' own company, which only detract from the work.

A footnote: The book includes an entire chapter on and shock and negative marketing. By virtue of posting this review, I realize I'm contributing to Buzz' own buzz.
5 internautes sur 6 ont trouvé ce commentaire utile 
Par Shashank Tripathi - Publié sur
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.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Highly Recommended! 6 juin 2004
Par Rolf Dobelli - Publié sur
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.
1 internautes sur 1 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Great for predicting the past 24 décembre 2007
Par Easy Writer - Publié sur
"Buzz" has about 10 pages of educational reading. The concept of alphas (also called early adopters) and betas (the buzzing group that copies the early adopters and brags about it to others) is great.

The rest of this book is a waste of time. The authors constantly trot out examples of things that went viral, but don't know enough about it to actually explain how it went viral. They weren't involved in the early planning to identify the alphas, and they don't give good explanations for what exactly made the betas adopt the alphas' ideas, so every anecdote is a smug exercise in predicting the past. "You see," the authors seem to say, "here's an example of something that became viral, which demonstrates we know what we're talking about." It's easy to retrofit your theory to fit an anecdote, but it's lazy and obvious to an intelligent reader.

In the end, an interesting framework followed by a history lesson of things that became viral does not give a marketer enough information to replicate it. And the authors' annoying habit of constantly name-dropping their agency name reveals, I think, what this book was really intended for - a customer giveaway that might generate some buzz for them. I'm not biting. And neither should you.
4.0 étoiles sur 5 Timeless advice... 16 janvier 2007
Par Heidi Richards Mooney - Publié sur
I was surfing the WEB looking for some resources on Creating Demand for products and services when I came upon this book. I immediately bought it and began reading.

There are steps to building demand for a product or service and creating the WOM (Word of mouth or "buzz") all marketers long for. By cleverly cultivating buzz, small businesses with small budgets can level the marketing playing field.

IF you want to create excitement about your product or service or launch a new product, start with BUZZ!

Heidi Richards, Founder & CEO - The WECAI Network(tm)

"Helping Women Do Business on and off the WEB."
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