undrgrnd Cliquez ici Toys KDP nav-sa-clothing-shoes nav-sa-clothing-shoes Cloud Drive Photos cliquez_ici Cliquez ici Acheter Fire Acheter Kindle Paperwhite cliquez_ici Jeux Vidéo Gifts
Buzz: Harness the Power of Influence and Create Demand et plus d'un million d'autres livres sont disponibles pour le Kindle d'Amazon. En savoir plus
  • Tous les prix incluent la TVA.
Il ne reste plus que 2 exemplaire(s) en stock (d'autres exemplaires sont en cours d'acheminement).
Expédié et vendu par Amazon. Emballage cadeau disponible.
Quantité :1
Buzz: Harness the Power o... a été ajouté à votre Panier
+ EUR 2,99 (livraison)
D'occasion: Bon | Détails
Vendu par Britbooksfr
État: D'occasion: Bon
Commentaire: Simplement Brit: Nous avons envoyé dans nos livres d'entrepôts britanniques du bon état de plus de 1 million de clients satisfaits à travers le monde. nous nous engageons à vous fournir un service fiable et efficace à tout moment.
Vous l'avez déjà ?
Repliez vers l'arrière Repliez vers l'avant
Ecoutez Lecture en cours... Interrompu   Vous écoutez un extrait de l'édition audio Audible
En savoir plus
Voir cette image

Buzz: Harness the Power of Influence and Create Demand (Anglais) Relié – 28 avril 2003

Voir les formats et éditions Masquer les autres formats et éditions
Prix Amazon
Neuf à partir de Occasion à partir de
Format Kindle
"Veuillez réessayer"
"Veuillez réessayer"
EUR 28,35
EUR 16,14 EUR 1,18

Idées cadeaux Livres Idées cadeaux Livres

Idées cadeaux Livres
Retrouvez toutes nos idées cadeaux dans notre Boutique Livres de Noël.

Offres spéciales et liens associés

Descriptions du produit

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)

"...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)

"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)

Présentation de l'éditeur

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.

Aucun appareil Kindle n'est requis. Téléchargez l'une des applis Kindle gratuites et commencez à lire les livres Kindle sur votre smartphone, tablette ou ordinateur.

  • Apple
  • Android
  • Windows Phone

Pour obtenir l'appli gratuite, saisissez votre adresse e-mail ou numéro de téléphone mobile.

Détails sur le produit

En savoir plus sur les auteurs

Découvrez des livres, informez-vous sur les écrivains, lisez des blogs d'auteurs et bien plus encore.

Dans ce livre

(En savoir plus)
Première phrase
Early in 2001, the playgrounds of Chicago's elementary and middle schools were beset by a widespread outbreak of Pox. Lire la première page
En découvrir plus
Parcourir les pages échantillon
Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
Rechercher dans ce livre:

Commentaires en ligne

Il n'y a pas encore de commentaires clients sur Amazon.fr
5 étoiles
4 étoiles
3 étoiles
2 étoiles
1 étoiles

Commentaires client les plus utiles sur Amazon.com (beta)

Amazon.com: 12 commentaires
5 internautes sur 5 ont trouvé ce commentaire utile 
Not a deep dive 27 juillet 2004
Par P. Mykleby - Publié sur Amazon.com
Format: Relié
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 Nearly Nubile - Publié sur Amazon.com
Format: Relié
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 
Great for predicting the past 24 décembre 2007
Par Easy Writer - Publié sur Amazon.com
Format: Relié
"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.
1 internautes sur 1 ont trouvé ce commentaire utile 
Highly Recommended! 6 juin 2004
Par Rolf Dobelli - Publié sur Amazon.com
Format: Relié
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.
Timeless advice... 16 janvier 2007
Par Heidi Richards Mooney - Publié sur Amazon.com
Format: Relié
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."
Ces commentaires ont-ils été utiles ? Dites-le-nous


Souhaitez-vous compléter ou améliorer les informations sur ce produit ? Ou faire modifier les images?