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.
Praise for Buzz
"Buzz is ‘step-ahead marketing’ at its very best. No
other book comes close to combining such fresh insights with
compelling case studies on this crucially important marketing
topic. It’s pure dynamite."
–Kevin Lane Keller
E. B. Osborn Professor of Marketing,
Tuck School of Business at Dartmouth
"As the authors so enthusiastically show, every marketer wishing
to create a hot product today must first create a powerful wave of
buzz. And as they do so authoritatively demonstrate, that buzz must
be authentic–cultivated from the ground up via real
experiences."
–B. Joseph Pine and James H. Gilmore
coauthors, The experience economy
"When Marian Salzman enters a room, she sucks out all the ennui,
stagnation, and negative thinking–instantly replacing it with
excitement, joy, and just plain buzz. If Marian’s spreading
it, you need to catch it!"
–Seth Godin
Author, Purple Cow
"Here’s the buzz about this book: It’s smart,
it’s timely, and it’s on target. If you want to apply
the power of one of the oldest forms of marketing to some of the
newest challenges in business, Buzz will show you how it’s
done. Spread the word: This is a honey of a book!"
–Alan M. Webber
Founding Editor, Fast Company magazine
"All marketing practitioners are increasingly aware of the need
to go well beyond the obvious in terms of communicating and
building brands. This book caters admirably to that need, both in
terms of the superb sweep of existing knowledge it puts together,
as well as the insightful examples that the authors have pulled in
from their own experience. As we make the transition to the 21st
century, this is a must-read for all serious marketers."
–Anish Gupta
Director, Strategic Support Services, Reckitt Benckiser
