Recommended Reading
The Anatomy of Buzz: How to Create Word of Mouth Marketing
By Emanuel Rosen
Rosen offers specific strategies for creating effective word-of-mouth
campaigns based on interviews with more than 150 executives, marketing
leaders, and researchers.
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Buzz: Harness the Power of Influence and Create Demand
By Marian Salzman, Ira Matathia and Ann O’Reilly
This book provides compelling case studies that teach you how to apply
the power of buzz to your business.
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The Fall of Advertising and the Rise of PR
By Al Ries and Laura Ries
Credibility is the crucial ingredient in brand building. This book
explains why advertising is not a credible way to launch a new brand.
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The Father of Spin: Edward L. Bernays & The Birth of Public Relations
By Larry Tye
From the 1920s through the 1980s, Edward L. Bernays was one of the most
successful practitioners of public relations. You’ll learn about his
great campaigns and how he shaped the discipline of public relations in
the United States.
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Feeding the Media Beast
By Mark Mathis
Most organizations have at least one of two publicity problems. They
don’t get enough press, or what they do get is disappointing or even
damaging. Why? They don’t know the rules of the game. This reporter
turned media consultant exposes the simple rules that all journalists
follow.
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Full Frontal PR: Building Buzz About Your Business, Your Product, or You
By Richard Laermer
The author shows small businesses how to build buzz and get media
coverage, based on results from his highly successful public relations
firm and his role as buzz advisor on the TLC television series Taking
Care of Business.
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Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success
By Michael Phillips and Salli Sasberry
Thousands of small businesses open every year. Most of them struggle;
many fail. How do you make your business a prosperous exception? The
conventional answer is to advertise. The authors recommend buzz
marketing techniques that generate a much greater return on investment
than advertising.
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The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word-of-Mouth
By George Silverman
In this authoritative and easy-to-read book, the author, a successful
marketer, gives you a detailed explanation of how buzz works along with
detailed techniques for how to launch your own highly successful buzz
campaign.
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The Tipping Point
By Malcom Gladwell
Why do major changes in our society so often happen suddenly and
unexpectedly? This book will help you understand how social epidemics
take off and reach critical mass. These lessons are very valuable in
putting together an effective buzz campaign.
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