~ finding the right voice ~
"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. "--BOOK JACKET.