BOOK REVIEW: 'Buzz, real life lessons in word-of-mouth marketing'
'Buzz' is a definitive term in the lexicon of marketing and we have Emanuel Rosen to thank for that. For decades we've been trying to quantify the value of word-of-mouth, referrals and advocacy, and in the context of Web 2.0 it has become even more important.
The practical approach of this updated version of The Anatomy of Buzz makes it worth reading. It looks at customer psyche, studies how communities evolve, runs through best and worst case scenarios and gives clear examples discussing their benefits and pitfalls.
It's easy reading, but valuable nonetheless. Key points are easy to grasp and remember. Research and field interviews add to the depth of the analysis, yet the content is still light enough to assimilate.