The Anatomy of Buzz
Emanuel Rosen
មករា 2001 · Penguin Random House Audio · បរិយាយដោយ Jason Culp
headphones
សៀវភៅជាសំឡេង
8 វិ 42 ន
សង្ខេប
family_home
មានសិទ្ធិ
info
reportការវាយតម្លៃ និងមតិវាយតម្លៃមិនត្រូវបានផ្ទៀងផ្ទាត់ទេ ស្វែងយល់បន្ថែម
ចង់បានគំរូ 10 នាទី មែនទេ? ស្ដាប់បានគ្រប់ពេល ទោះបីជាគ្មានអ៊ីនធឺណិតក៏ដោយ។
បន្ថែម
អំពីសៀវភៅជាសំឡេងនេះ
A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights.
What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."
In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.
What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."
In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere.
Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.
អំពីអ្នកនិពន្ធ
Emanuel Rosen was Vice President of Marketing for Niles Software, the makers of EndNote, for nine years before-like scores of other Silicon Valley success stories-selling his share in the company and retiring on the proceeds. He has spent the last two years researching and writing this book. He lives in Menlo Park, California.
វាយតម្លៃសៀវភៅជាសំឡេងនេះ
ប្រាប់យើងអំពីការយល់ឃើញរបស់អ្នក។
ព័ត៌មានអំពីការស្ដាប់
ទូរសព្ទឆ្លាតវៃ និងថេប្លេត
ដំឡើងកម្មវិធី Google Play Books សម្រាប់ Android និង iPad/iPhone ។ វាធ្វើសមកាលកម្មដោយស្វ័យប្រវត្តិជាមួយគណនីរបស់អ្នក និងអនុញ្ញាតឱ្យអ្នកអានពេលមានអ៊ីនធឺណិត ឬគ្មានអ៊ីនធឺណិតនៅគ្រប់ទីកន្លែង។
កុំព្យូទ័រយួរដៃ និងកុំព្យូទ័រ
អ្នកអាចអានសៀវភៅដែលបានទិញនៅពេលកម្សាន្ត Google ដោយប្រើកម្មវិធីរុករកបណ្ដាញកុំព្យូទ័ររបស់អ្នក។
