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The Anatomy of Buzz

The Anatomy of Buzz

How businesses can take advantage of word of mouth.

Author(s): Emmanuel Rozen

Publisher: Currency Doubleday

Date of publication: 2000

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In The Anatomy of Buzz, Emanuel Rosen examines how information flows through word of mouth. He then shows how companies or influencers can profitably mobilize this mechanism. Easy to read, this book is full of concrete examples—for the most part American ones. The author highlights the increasing importance of the buzz phenomenon in contemporary marketing. Our purchasing decisions and our perceptions are increasingly influenced by the opinions of other consumers—opinions that can nonetheless be influenced and shaped. To achieve this, he shares techniques inspired from his conversations with more than 150 marketing leaders.

Even if the book and its examples are a bit dated, it remains a notable reference on the topic.