ANATOMY OF BUZZ REVISITED, THE(ISBN=) 英文原版

　　A new edition of the definitive handbook on word-of-mouth
marketing, completely revised and updated for today’s online
world
　　With two-thirds new material and scores of current examples from
today’s most successful companies, The Anatomy of Buzz Revisited
takes readers inside the world of word-of-mouth marketing and
explains how and why it works.
　　Based on over one hundred new interviews with thought leaders,
marketing executives, researchers, and consumers, The Anatomy of
Buzz Revisited shows how to:
　　* Generate genuine buzz both online and off.
　　* Encourage people to talk about your products and services—and
help spread the word among their friends, colleagues, and
communities.
　　* Adapt traditional word-of-mouth strategies in today’s era of
Facebook, YouTube, and consumer-generated media.
　　Smart, surprising, and filled with cutting-edge strategies and
insights, The Anatomy of Buzz Revisited is essential for anyone who
wants to get attention for a product, message, or idea in today’s
message-cluttered world.

A new edition of the definitive handbook on word-of-mouth
marketing, completely revised and updated for today’s online
world
With two-thirds new material and scores of current examples from
today’s most successful companies, The Anatomy of Buzz Revisited
takes readers inside the world of word-of-mouth marketing and
explains how and why it works.
Based on over one hundred new interviews with thought leaders,
marketing executives, researchers, and consumers, The Anatomy of
Buzz Revisited shows how to:
* Generate genuine buzz both online and off.
* Encourage people to talk about your products and services—and
help spread the word among their friends, colleagues, and
communities.
* Adapt traditional word-of-mouth strategies in today’s era of
Facebook, YouTube, and consumer-generated media.
Smart, surprising, and filled with cutting-edge strategies and
insights, The Anatomy of Buzz Revisited is essential for anyone who
wants to get attention for a product, message, or idea in today’s
message-cluttered world.

　　EMANUEL ROSEN was vice president of marketing for Niles
Software, the maker of EndNote, for nine years. He lives in Menlo
Park, California.

　　Praise for ANATOMY OF BUZZ, REVISITED
　　”This is a must-read for marketers and an engaging book for
anyone interested in social, digital or online media, or in social
phenomena in general. […] Importantly, while acknowledging the
power of the Internet, Rosen refuses to fall into the trap of
focusing only on online buzz. Recent research indicates that the
vast majority of word of mouth is offline.”
　　Andrea Wojnicki, Financial Post
　　”A recent survey of Ad Age readers’ favorite media and marketing
books credits the timelessness of a true marketing lesson: Six of
the top 10 titles were published more than a decade ago. Ranking
high on the list is Emanuel Rosen’s “Anatomy of Buzz,” a
much-praised guide to word-of-mouth marketing that rode the
bestseller lists in 2001 alongside “The Tipping Point” but predates
the connectivity age of Facebook and Twitter — a critical
component of buzz-building today. Where most biz books would face
becoming irrelevant, Rosen’s chosen to rework his text to reflect
today’s social-media graph.”
　　David Berkowitz, Advertising Age
　　“The only thing that could dislodge Emanuel Rosen’s Anatomy of
Buzz from its place of honor on my bookshelf is an expanded edition
of the Anatomy of Buzz. Rosen is the most insightful person I know
on what makes buzz happen.”- Chip Heath, Author of Made to Stick:
Why Some Ideas Survive and Others Die
　　“Emanuel Rosen is to buzz marketing what Peter Drucker is to
effective management. This book is the foundation upon which most
buzz marketing knowledge is based.” -Guy Kawasaki, Co-founder of
Alltop.com
　　“Buzz marketing is bigger and better than ever, which is why it
is more important than ever to read this smart, smart book.”-Robert
B. Cialdini, author of Influence: Science and Practice
　　”Rosen’s new edition with 12 new chapters (out of 24) makes it
the best contemporary guide to understanding and using Buzz.”
-Philip Kotler, S.C. Johnson & Son Professor of International
Marketing,
　　Kellogg School of Management, Northwestern University
　　“This is one book worth talking about. Emanuel Rosen is one of
the pioneers in the word-of-mouth marketing space. From the launch
of the original Xbox to the recent release of blockbuster video
games like Halo 3, you can see Rosen’s influence in our customer
interactions, especially with the active online community. In The
Anatomy of Buzz Revisited, Rosen sticks to the core principles of
his first book while substantially updating them to reflect the
changes that have taken place online. The book’s concrete examples
will offer solid ideas to any marketer.” -John Porcaro, Director,
Customer and Community Relationship Marketing
　　Microsoft Interactive Entertainment Business
　　“Way beyond a revision, the book provides fresh insights and
vivid case studies into how buzz is created and harnessed to propel
business strategies.”
　　-David Aaker, Vice-Chairman, Prophet, Author Spanning Silos
　　“I’m sorry to say I can’t recommend The Anatomy of Buzz as my top
pick anymore. There’s something better out there and it’s called
The Anatomy of Buzz Revisited . Like its predecessor, it’s
accessible, compelling and is based on solid principles of how word
of mouth works, but this book has been completely revamped to
include fresh material, new topics and the latest research.” –
Walter J. Carl, Ph.D., Northeastern University; Founder,
ChatThreads
　　“Before buzz had any buzz, Emanuel was onto it as the next big
thing. The Anatomy of Buzz was a foundational book for our space,
and now he does a perfect job building on all of those original
concepts to present a state-of-the-art look at one of the most
important societal factors of our time.”-Jonathan Carson, President
— International, Nielsen Online, Co-Founder, Nielsen
BuzzMetrics
　　“The definitive handbook on word of mouth marketing,
updated”-Paul Marsden PhD — Author, Connected Marketing, Managing
Director — Clickadvisor
　　“When it was published, The Anatomy of Buzz was extremely
advanced in analyzing how some surprising activities seemed to work
better than marketing as we had previously understood it. Eight
years later The Anatomy of Buzz Revisited takes some of the best
examples from the original book and weaves them together in a
broader and richer context. Buzz has pushed new boundaries and
raised fresh ethical questions about deception. It is more
important than before that we understand this powerful force and
use it, as one of several core tools in our toolbox, to build
brands responsibly.” -Jim McDowell, Chief Motorer, MINI USA
　　“As a word-of-mouth junkie I read everything I can find on the
topic and I can honestly say that this book is the most
comprehensive. The stories are fun and fascinating, the research is
complete and compelling, and the balance of theory and application
gives people everything they need to ignite, encourage, and measure
powerful word-of-mouth campaigns.” -Greg Stielstra, author of
PyroMarketing and Faith-Based Marketing.
　　“This book is a true classic–the first book you should read if
you want to really understand viral, buzz, and word of mouth.” –
Andy Sernovitz, author, Word of Mouth Marketing: How Smart
Companies get People Talking
　　”When I first read The Anatomy of Buzz, I found myself longing
for more… and now I finally have it. In this long awaited update
to his classic marketing text, Emanuel takes you deeper inside the
idea of buzz and what makes a product or idea contagious.”- Rohit
Bhargava, SVP of Marketing at Ogilvy & Author of Personality
Not Included.
　　“A true word-of-mouth marketer himself, Emanuel Rosen
collaborated with his readers over the eight years since The
Anatomy of Buzz. His revised effort drills deeply into both the HOW
and WHY of word-of-mouth. As with the original book, Rosen once
again authors the quintessential word-of-mouth text.”- Stuart
Sheldon, President, Escalate Marketing LLC-Atlanta Division. Former
Director of Brand Activation at Coca-Cola North America
　　“Emanuel Rosen’s update to the Anatomy of Buzz is truly a
gem.  With an easy to read style and wonderful examples to
make it come to life, Rosen tells us what need to know about why
word of mouth is such a powerful force, and what savvy marketers
can do to tap it.”- Ed Keller, CEO, The Keller Fay Group and
Author, The Influentials
　　Praise for the first edition:
　　”Readable, intelligent, grounded, and, most important, useful.
Check it out.” —Paco Underhill, author of Why We Buy
　　“Finally, here’s a book that explains the phenomenon and shows
how companies actually stimulate their customers to spread the
word.” –Geoffrey A. Moore, author of Crossing the Chasm
　　“A fascinating look at the nature of interpersonal networks and
how they can be activated. I cannot remember being so influenced by
a book in the past several years” –Professor Everett M. Rogers,
Author, Diffusion of Innovations
　　“The greatest advertising medium of them all is the human voice.
Emanuel Rosen’s book is an exceptionally useful guide to using this
often-overlooked method of reaching customers and prospects”-Al
Ries, Chairman, Ries & Ries Coauthor, Positioning: The Battle
For Your Mind