The first book to show companies how to generate word-of-mouth marketing.
When buying most things consumers rely heavily on personal recommendations from friends and family, colleagues and peers - and sometimes even strangers. Yet most marketing still focuses on advertising and other tools to influence each customer individually, ignoring the fact that buying 'conversation products' is a social process.
'The Anatomy Of Buzz' is the first book to show how to help customers influence each other through word-of-mouth, using case studies and concrete example:
- Why did it take cameras 50 years to spread from professionals to the public?
- How did Sun Microsystems use the networks to spread the word about Java?
- How did the makers of Trivial Pursuit create huge demand for the game almost overnight?
- How did Nintendo create unprecedented buzz for Super Mario Brothers?
Word-of-mouth has long been recognised as a powerful marketing tool. As customers grow ever more sceptical they may not listen to adverts, but they do listen to their friends. This book tells how to do it successfully.
