 Buzz: Harness the Power of Influence and Create Demand
ISBN: 978-0-471-27345-5
Hardcover
256 pages
April 2003
US $27.95
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Preface.
Introduction.
1. The Buzz about Buzz Marketing Is Building.
2. The Importance of Moving from A to Bee.
3. Tapping into the Superconnectors.
4. What Goes Up....
5. Managing the Ups and Downs: Lessons from the Perennials.
6. Silver Bullet Brands and Leaps of Faith.
7. Shock Treatment.
8. Media and Cyberspace.
9. Buzzing Youth.
10. Conclusion: Long Live the WORM.
Notes.
Glossary.
Acknowledgments.
Index.
