Highly Recommended!

books:


	• Buzz: Harness the Power of Influence and Create Demand Marian Salzman, Ira Matathia, ... Wiley, 2003 - 256 pages average customer review:based on 12 reviews view larger image
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highly recommended

Not a deep dive

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.

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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.

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Timeless advice...

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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Buzzing

Bought this book after trying to find more creative ways to market my internet product. Having worked in advertising on the creative side for years, this book really opened my eyes to a variety of interesting approaches to getting the word...out.
Great...

reviews: page 1, 2, 3

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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