| 
| Author: Mark Hughes
Publisher: Portfolio Hardcover
Category: Book
List Price: $23.95
Buy New: $1.50
You Save: $22.45 (94%)
New (37) Used (28) Collectible (4) from $1.29
Avg. Customer Rating:  37 reviews
Sales Rank: 67438
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.2 x 1.2
ISBN: 1591840929
Dewey Decimal Number: 659.133
EAN: 9781591840923
Publication Date: July 7, 2005
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Book unused. FIne condition. Remainder mark on edge
|
| Customer Reviews:
 A Keeper and a Favorite Amongst "Viral Marketing" Type Books June 8, 2007
This is a solid, well written favorite amongst the "viral marketing" class of marketing books. I have re-read this twice and enjoy the easy read packed with worthwhile info.
The author shows you how to get results from your marketing, tells you about what he calls the "six secrets" of Buzzmarketing that contains useful, "what to do" information along with really entertaining examples to illustrate the point.
---*** THE BOTTOM LINE ***---
1. it's an entertaining read, and contains solid, useful, "how to" info.
2. If you only buy books you want to re-read, then this is a definite keeper.
2. I rank this amongst "The Tipping Point" and "Unleashing the Ideavirus" as a favorite book on "Viral Marketing". (I rank this 3rd)
More concepts, less "tips" June 1, 2007
Instead of being a book of tips, this book is conceptual & offers many examples to illustrate. You can apply it in a number of fields and even has some examples from the music industry.
Cut through marketing clutter and jaded attitudes April 3, 2007
1 out of 1 found this review helpful
Mark Hughes has written a candid assessment of the limitations of conventional marketing had offers ways to compensate for them. He argues that increasing marketing clutter and decreasing impact of established modes of marketing communications decreases the cost-effectiveness of conventional marketing methods. Compelling and accurate benefit messages and getting attention are both critical to success. However, the current challenging environment makes getting heard the factor that needs the most attention.
Buzz marketing differs from traditional marketing in these respects.
* Traditional marketing tries to communicate directly with potential purchasers, so it needs high "reach". High "frequency" is needed to compensate for low impact and credibility of messages. Achieving high reach and frequency trhough conventional marketing media (which are very cluttered with low-quality messages) costs too much for all marketers except well established large and profitable companies.
* Buzz marketing means word of mouth among customers and their associates. Buzz Marketing motivates primary listeners to repeat a story that generates awareness and reaction in a wider population. The content must provide listeners with incentive to repeat the message, such as entertainment value or shock value. Therefore "reach" can be lower. Ideally, the message should be personalized to evoke a response from the listener in one "touch" so that frequency can be lower. Reducing reach and frequency requirements and circumventing conventional high-cost media all increase cost effectiveness of marketing.
Much of the book is devoted to six approaches to effective buzz marketing (1 motivate the audience to listen and to repeat the message; 2 motivate news media to increase coverage; 3 find media with high mindshare and low clutter; 4 & 5 take measured risks with unorthodox and creative approaches to obtain breakthrough results; 6 ensure product quality); and to over a dozen case studies.
I share this book with everyone! March 15, 2007
This has absolutely become one of my favorite, all time books on business- PERIOD. "Buzz" is so important, regardless on the size of your business! I'd love to see Hughs come out with more books like it! It was informative, an easy read and most entertaining. Even if you're not in the business world, I would recommend reading it, just for some great history lessons such as, how the Superbowl became such a selling point for advertisers. Well worth the money.
I'm Buzzing!!! January 11, 2007
After reading this book, I can't wait to re-read it. Having read a ton of books on business buzz this is the one that I have gotten the most knowledge and information from.
Having a new business going live soon, this book was a HUGE help in me getting buzz for my product, in a very noisy marketplace.
Thanx alot Mark....when is book 2 coming out.
|
|
|
