What a book!!!
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This book is absolutely brilliant, written by brilliant people! I used this book for my dissertation on the targeted use of word-of-mouth in Markting. It couldn't have helped me more to understand the world of "connected" marketing.
5STARS!
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it is a must for anyone working in communications
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Paul, congratulations. It is a very insightful book. I am managing my own opinion-leader panel in Hungary, to implement wom-campaigns. The chapter written by Paul: Seed to spread always come in to handy when I persuade clients to use our wom-services.
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Marketing but not as we know it!
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Having waded through my share of marketing texts, it was extremely refreshing to come across this excellent book on word-of-mouth marketing. Before buying the book, I read the sample chapter on the publisher's website (see previous review). I read this on a Friday evening and could hardly sleep all weekend thinking about the possibilities for my own business. I couldn't wait to get back to the office to put into practice what I had learned.
Admittedly not all the chapters are as good as the sample chapter but even in the introduction, I was picking up useful tips that have already provided me with business insights. I would thoroughly recommend this text to anyone wondering why their traditional marketing is not delivering a satisfactory return on investment and is looking for a new approach. Definitely worth every penny!
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Essential in updating your marketing skills
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This is an excellent book and reawakened my dwindling interest in marketing (just as well as I work as a marketing consultant). It helped me understand why traditional approaches were simply not working anymore. The book is neatly sectioned into a number of easy-read articles by different experts. Some articles are better than others but even in the worst there is seem thought provoking concepts. With the world now swamped by a vast range of media competing for our attention and growing cynacism amongst consumers, we need to try a different approach and this shows you more effective alternatives.
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this is the anatomy of cool marketing
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I found this book immensely helpful. Buzz injects some much needed adrenalin into marketing and this book is absolutely packed with good working examples of how it all shakes down. It's a must for both consultants wanting to fast track their knowledge and awareness and for brand owners needing to put some memorable fizz into their communications strategies. It's great that the contributors to this book have actually done it - they are practitioners not preachers and they know what works and what doesn't. In particular, there's an excellent chapter by Justin Foxton from CommentUk on live buzz marketing which looks at the company's corporate theatre work with brands like GlaxoSmithKline. Once you've read this book everything else just seems to be covered in cobwebs.
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