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The Anatomy of Buzz: Creating Word-of-mouth Marketing

By (author) Emanuel Rosen

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normal price: R 292.95

Price: R 263.95

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Why did it take cameras more than 50 years to start spreading from professionals to the general public? How did Sun Microsystems use the networks to spread the word about Java? How did the makers of Trivial Pursuit create huge demand for the game almost overnight? How did Nintendo create unprecedented buzz for Super Mario Brothers? Word-of-mouth has long been recognized as a powerful marketing tool and the revolutionary ability of the Internet to connect customers to each other now makes it absolutely critical. As customers grow ever more sceptical, they may not listen to adverts, but they do listen to their friends. This book teaches in a systematic way how these invisible networks work. Readers can learn how to: build contagious attributes into the product at design stage; identify network hubs that influence others in the network; seed non-active networks early on; and design tell a friend promotions that really work (they usually don't).

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Normally shipped | This title will take longer to obtain, and should be delivered in 6-8 weeks
Publisher | HarperCollins Publishers
Published date | 15 Oct 2001
Language |
Format | Paperback
Pages | 320
Dimensions | 197 x 130 x 0mm (L x W x H)
Weight | 230g
ISBN | 978-0-0065-3160-9
Readership Age |
BISAC | business & economics / marketing / general

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Broken Country: AMAZON'S BOOK OF THE YEAR - THE MILLION-COPY BESTSELLER

Clare Leslie Hall
Paperback / softback
320 pages

Enquiries only

An epic love story with the pulse of a thriller that asks: what would you risk for a second chance at first love?

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The Correspondent

Virginia Evans
Hardback
288 pages
was: R 552.95
now: R 497.95
Available from overseas. Usually dispatched in 14 days

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Theory & Practice

Michelle de Kretser
Hardback
192 pages
was: R 422.95
now: R 380.95
Available from overseas. Usually dispatched in 14 days

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Exiles: Times book of the month 'Stanley Kubrick meets MR James'

Mason Coile
Paperback / softback
224 pages
was: R 520.95
now: R 468.95
Forthcoming

A terrifying locked-room mystery set in a remote outpost on Mars.

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