Emanuel Rosen

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 Holocaust and its aftermath were not often discussed in families of second-generation survivors. In Tel Aviv of the 1960s, Emanuel Rosen grew up hearing the staccato of his mother's typewriter, but had no idea about the battle she was fighting. This changed years later, when he found a box with letters that his grandparents had sent from a tragic 1956 trip to Germany and he decided to retrace their journey.This book braids the stories of three generations-grandparents, daughter, and grandson. The grandparents, the lawyer Dr. Hugo Mendel and his wife Lucie, who were respected German citizens until the Nazis took away their livelihood and their dignity. Their daughter, Mirjam, who had fought for years to prove that those who forced her father out of his profession were responsible for his death. And their grandson, Emanuel, who discovered a shocking truth.This true story demonstrates the devastating consequences of Nazi persecution, even for survivors who fled Europe before WWII and did not experience the horrors of the Holocaust. It is also a stark reminder of the heavy psychological toll of uprooting, still experienced by refugees and exiles today. Written in a personal style brimming with love and wit, If Anyone Calls, Tell Them I Died is a story of loss, strength, and triumph.

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works.Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to:* Generate genuine buzz both online and off.* Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities.* Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media. Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.

The Anatomy of Buzz, Emanuel Rosen'õn "kulaktan kula_a pazarlama"nõn anatomisini anlattõ_õ bir ba_yapõttõr. _ngilizcede "buzz" arõ võzõltõsõ anlamõna gelir. ‚eviride TŸrkede arõ võzõltõsõ anlamõna gelen "bõzz" sšzcŸ_ŸnŸ kullandõk. Bu nedenle kitabõ, gšzden geirilmi_ ve evrimii dŸnya iin gŸncellenmi_ yeni baskõsõndan Bõzz'õn Kulaktan Kula_a Pazarlama ismiyle evirdik. Bõzz'õn Anatomisi, okurlarõ kulaktan kula_a pazarlamanõn i dŸnyasõna gštŸrerek onun nasõl ve neden i_e yaradõ_õnõ aõklõyor. Kanaat šnderleri, pazarlama yšneticileri, ara_tõrmacõlar ve tŸketicilerle yapõlan yŸzlerce gšrŸ_meye dayanan kitap _u sorulara cevap arõ¥‚evrimii (online) ve evrimdõ_õ (offline) hakiki bõzz nasõl Ÿretilir?¥_nsanlar, ŸrŸnleriniz ve hizmetleriniz hakkõnda konu_maya nasõl te_vik edilir; onlara arkada_larõ, meslekta_larõ ve topluluklar arasõnda haberler nasõl yaydõrõlõr?¥Geleneksel kulaktan kula_a stratejileri, bugŸn Facebook ve YouTube gibi tŸketici tarafõndan Ÿretilen medyalara nasõl uyarlanõr? Zeki, _a_õrtõcõ bilgilere ve en yeni stratejilerle igšrŸlere yer veren Bõzz'õn Kulaktan Kula_a Pazarlama, gŸnŸmŸzŸn a_õrõ ve karma_õk ileti_im dŸnyasõnda bir ŸrŸne, mesaja veya fikre dikkat ekmek isteyen herkesin mutlaka okunmasõ gereken bir kitap. DŸnyanõn en šnemli pazarlama, marka ve ileti_im bilimcisi kitap hakkõnda _šyle ÊRosen'õn on iki yeni bšlŸmŸyle kulaktan kula_a pazarlama kitabõ bu konuyu anlamak ve kullanmak iin harika bir rehber! Philip Kotler Yeni baskõdan da fazlasõ olan bu kitap, taze igšrŸler ve net šrneklerle bõzz'õn nasõl olu_tu_unu ve i_ stratejilerini nasõl geli_tirdi_ini gšzler šnŸne seriyor! David Aaker Ki_ilerarasõ a_larõn do_asõna ve nasõl etkinle_tirilebilece_ine dair bŸyŸleyici bir bakõ_. Son birka yõlda bir kitaptan bu kadar etkilendi_imi hatõrlayamõyorum. Everett M. Rogers Ê (Tanõtõm BŸlteninden) Ê