“The only thing that could dislodge Emanuel Rosen’s Anatomy of Buzz from its place of honor on my bookshelf is an expanded edition of the Anatomy of Buzz. Rosen is the most insightful person I know on what makes buzz happen.”
--Chip Heath, Author of Made to Stick: Why Some Ideas Survive and Others Die
“Emanuel Rosen is to buzz marketing what Peter Drucker is to effective management. This book is the foundation upon which most buzz marketing knowledge is based.”
--Guy Kawasaki, cofounder of Alltop.com
“Buzz marketing is bigger and better than ever, which is why it is more important than ever to read this smart, smart book.”
--Robert B. Cialdini, author of Influence: Science and Practice
"This is a must-read for marketers and an engaging book for anyone interested in social, digital or online media, or in social phenomena in general. <...> Importantly, while acknowledging the power of the Internet, Rosen refuses to fall into the trap of focusing only on online buzz. Recent research indicates that the vast majority of word of mouth is offline."
--Andrea Wojnicki, Financial Post
"A recent survey of Ad Age readers' favorite media and marketing books credits the timelessness of a true marketing lesson: Six of the top 10 titles were published more than a decade ago. Ranking high on the list is Emanuel Rosen's "Anatomy of Buzz," a much-praised guide to word-of-mouth marketing that rode the bestseller lists in 2001 alongside "The Tipping Point" but predates the connectivity age of Facebook and Twitter -- a critical component of buzz-building today. Where most biz books would face becoming irrelevant, Rosen's chosen to rework his text to reflect today's social-media graph."
--David Berkowitz, Advertising Age
"Rosen's new edition with 12 new chapters (out of 24) makes it the best contemporary guide to understanding and using Buzz."
--Philip Kotler, S.C. Johnson & Son Professor of International Marketing,
Kellogg School of Management, Northwestern University
“I’m sorry to say I can’t recommend The Anatomy of Buzz as my top pick anymore. There’s something better out there and it’s called The Anatomy of Buzz Revisited . Like its predecessor, it’s accessible, compelling and is based on solid principles of how word of mouth works, but this book has been completely revamped to include fresh material, new topics and the latest research.” --Walter J. Carl, Ph.D., Northeastern University; Founder, ChatThreads
“Before buzz had any buzz, Emanuel was onto it as the next big thing. The Anatomy of Buzz was a foundational book for our space, and now he does a perfect job building on all of those original concepts to present a state-of-the-art look at one of the most important societal factors of our time.”
--Jonathan Carson, President — International, Nielsen Online, Co-Founder, Nielsen BuzzMetrics
“When it was published, The Anatomy of Buzz was extremely advanced in analyzing how some surprising activities seemed to work better than marketing as we had previously understood it. Eight years later The Anatomy of Buzz Revisited takes some of the best examples from the original book and weaves them together in a broader and richer context. Buzz has pushed new boundaries and raised fresh ethical questions about deception. It is more important than before that we understand this powerful force and use it, as one of several core tools in our toolbox, to build brands responsibly.”
--Jim McDowell, Chief Motorer, MINI USA
“This book is a true classic--the first book you should read if you want to really understand viral, buzz, and word of mouth.”
--Andy Sernovitz, author, Word of Mouth Marketing: How Smart Companies get People Talking
"When I first read The Anatomy of Buzz, I found myself longing for more... and now I finally have it. In this long awaited update to his classic marketing text, Emanuel takes you deeper inside the idea of buzz and what makes a product or idea contagious."
--Rohit Bhargava, SVP of Marketing at Ogilvy & Author of Personality Not Included.
“Emanuel Rosen’s update to the Anatomy of Buzz is truly a gem. With an easy to read style and wonderful examples to make it come to life, Rosen tells us what need to know about why word of mouth is such a powerful force, and what savvy marketers can do to tap it.”
--Ed Keller, CEO, The Keller Fay Group and Author, The Influentials
