Buzz

In this text, Marian Salzman and Ira Matathia reveal how buzz is created and how marketers can identify and control the key influencers that trigger it. They us... » 

In this text, Marian Salzman and Ira Matathia reveal how buzz is created and how marketers can identify and control the key influencers that trigger it. They use case studies to explore the role urban centers play in trendsetting, how influence works, shock ads, and separating trends from fads. «