Alternative marketing thinking


Buzz Revisited

Emanuel Rosen the author of Anatomy of a Buzz has revised the 2002 classic with new interpretations on what buzz means and how it has changed since the first edition of the book. There are some important insights in the book. From understanding experience based buzz and second hand buzz; which means that there is buzz generated by people who have had firsthand experience and second hand buzz, which according to new studies say that up to 30% of negative word of mouth can be by people who have not used the product. The term buzz is also undergoing massive changes according to the author. Earlier, what used to be called word of mouth, is now being expanded to encompass, word of text and other digital media as well. There are some important lessons in the new edition that marketers can dip into. Read more here.


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