Buzzmarketing: Get People to Talk About Your StuffPenguin, 7 juli 2005 - 256 sidor "There's fake corporate marketing and then there's real marketing. This is the real stuff for real people." -Ben Cohen, co-founder of Ben & Jerry's Ice Cream These days consumers are paying less and less attention to advertising. A majority already zap commercials, and new technology keeps making it easier to tune out marketing messages. Mark Hughes has written a breakthrough guide to the art of successful buzzmarketing which many people talk about but few truly understand. He draws on his own real-world experience as an executive and consultant, as well as untold stories of some of the great buzz generators of our time, including American Idol, tie-dye shirts, and the birth of Lite beer. |
Innehåll
1 | |
9 | |
The First SecretPush the Six Buttons of Buzz | 24 |
A Brand Before Its Time | 40 |
Starting Up from ScratchGreen for Greenfield | 50 |
American Idol | 62 |
The Second SecretCapture Media | 78 |
What Few Know | 97 |
Building Britney Buzz | 142 |
The Fourth SecretClimb Buzz Everest | 155 |
A Story Behind the Story | 165 |
The Fifth SecretDiscover Creativity | 174 |
Mustang Bang | 193 |
The Sixth SecretPolice Your Product | 206 |
Afterword | 223 |
acknowledgments | 227 |
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