Аннотация издательства

Thinking of marketing your products or services? Then you need to read Buzzmarketing by Mark Hughes. In this well-written book, Hughes discusses, illustrates and emphasizes why word of mouth marketing (buzz) is ten times more effective than TV or print advertising. Successful marketing is all about buzz - getting (media) attention, being creative, thinking outside the box, generating controversy, being honest, creating suspense, knowing your customer, involving the public, maintaining customer loyalty through a good product and policing the quality, look and feel of your product. Hughes illustrates each of these with real life successes and real life failures - including personal experiences.

Оглавление

contents
introduction
1 Evading the Stampede
2 Renaming a Town
3 The First Secret—Push the Six Buttons of Buzz
4 Miller Lite: A Brand Before Its Time
5 Starting Up from Scratch—Green for Greenfield
6 American Idol
7 The Second Secret—Capture Media
8 Apple Mac Attack: What Few Know
9 ClearPlay: Courts, Controversy, and Clamor
10 The Third Secret—Advertise for Attention
11 Building Britney Buzz
12 The Fourth Secret—Climb Buzz Everest
13 War of the Colas: A Story Behind the Story
14 The Fifth Secret—Discover Creativity
15 Mustang Bang
16 The Sixth Secret—Police Your Product
Afterword

Michael J Edelman, www.amazon.com
What Mark Hughes calls "Buzz Marketing"- getting people to talk about your product- has been with us since people slipped the Town Crier a few extra quid to mention their nostrums in his mightly rounds. Call it flacking, press agentry or what have you, it's the art of getting people to do your advertising for you by creating a story that keeps your product in the public eye.

What Hughes has done in "Buzzmarketing" is to collect a number of stories about how various marketers, including himelf, have used ways other than direct advertising to get people talking about their products. It's not a manual of how to create a buzz, but rather just a selection of interesting stories about how other did it. Creative types will no doubt find inspiration here, but those looking for a how-to guide will be disappointed. An interesting read for anyone curious about marketing.

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