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입소문 마케팅의 기본은 물론 새로운 시대와 급변하는 트렌드에 걸맞은 온·오프라인 입소문 마케팅 전략을 흥미롭게 풀어낸 책이다. 대부분의 기업들이 입소문 마케팅에 큰 관심을 보이지 않았던 2000년, 저자는 초판본인 <입소문으로 팔아라>에서 입소문의 잠재력을 집중적으로 연구하여 세계적인 히트 상품을 만드는 기업들의 성공 비결을 탐구한 바 있다.

「월스트리트 저널」 등에서 베스트셀러를 기록했던 초판본의 내용을 약 70%를 전면 증보한 책으로, 온라인을 중심으로 그동안 꾸준하게 증가한 입소문의 양에 주목하면서 우리가 실제 생활에서 경험할 수 있는 최신 입소문 사례를 선별 소개한다. 또한 창조적인 발상으로 입소문 마케팅의 계보를 이어나가는 사람들의 활동을 현장의 생생한 분위기로 전한다.

특히 페이스북, 트위터, 유튜브 등 소셜 미디어를 기반으로 급속도로 증가하는 온라인 입소문 전략뿐만 아니라 수 백 년 전 베두인족의 마가드(maga'd)를 비롯하여 고대부터 현대까지 전통적으로 사용되어온 다양한 오프라인 입소문의 핵심 노하우와 그 전략을 활용하여 성공을 거두고 있는 여러 기업 사례 등을 속속들이 해부한다.

또한 초판본에서 다루지 않았던 입소문 측정의 가능 여부와 필요성, 스토리텔링의 활용 방안, 고객 참여의 힘, 윤리적인 문제, 이야깃거리의 가치 측정, 2차적 입소문, 시각적 입소문 등에 대해서도 새롭게 논의한다. 입소문의 방아쇠를 당긴 놀스 버스 투씨 이야기, 네트워크의 허브를 적절하게 마케팅에 활용한 소설 <콜드마운틴의 사랑> 등 다양한 사례들도 소개한다.

The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.

As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."

Now available in paperback, The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and 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.

Recent surveys show that 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product.

The first guide to creating the word-of-mouth magic that breaks through the skepticism and information overload of today's consumers, and drive sales--and profits--to new heights.As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster."Now available in paperback, The Anatomy of Buzz, written by former marketing VP Emanuel Rosen, pinpoints the products and services that benefit the most from buzz and offers specific strategies for creating and sustaining effective word-of-mouth strategies. Drawing on interviews with more than 150 marketing executives who have successfully built buzz for major brands, Rosen describes the ins-and-outs of attracting the attention of influential first-users and "bigmouth" movers-and-shakers, and 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.Recent surveys show that 74 percent of young people rely to some extent on others when selecting a car, that 56 percent of moviegoers follow the recommendations of friends, and that 65 percent of the people who bought a Palm Pilot were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to reignite excitement about an existing product or service or turbocharge the launch of a new product.

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