The ultimate 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. 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. When we first published THE ANATOMY OF BUZZ, the concept was known mostly by the savviest of marketers. In today's media-saturated world, buzz campaigns are ubiquitous -- and, as a result, much harder to execute successfully. This book is the essential primer for anyone interested in spreading the word about a product, a message, and idea -- and will also appeal to those who read THE TIPPING POINT and want to go deeper into the subject.