books 

Absolute Value

2014

How people buy things has changed profoundly—yet the fundamental thinking about consumer decision making and marketing has not. In this award-winning and provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. At the same time, there are categories, segments and situations where consumers rely on old sources of information, so applying “consumer empowerment” mantras indiscriminately may lead to misguided strategies. Simonson and Rosen offer a new framework to analyze this, and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment.

“... the most important book I’ve read in the past five years. [...]
Absolute Value is in the same class as The Innovator’s
Dilemma
and Crossing the Chasm.”

Guy Kawasaki, Author

 

Absolute Value brilliantly describes a world which threatens to disrupt conventional ideas about branding and marketing. Companies that seek only to persuade will be replaced by those that truly seek to serve the
real needs of the customer.”

Tim Brown, CEO of IDEO

 

“Pay attention to this book. It offers important insights into changing consumer behavior and presents new rules for success in the marketplace of the future.”

Ravi Dhar, Director of the Center for Customer Insights at the Yale School of Management. George Rogers Clark Professor of Management and Marketing.

 

“A smart, incisive and compelling must-read for marketers who want to understand how technology is making shoppers more smart and savvy.”

Forbes.com

 
The Anatomy of Buzz Revisited

2009

 

A revised edition of the definitive handbook on word-of-mouth marketing. With two-thirds new material and scores of current examples from today’s most successful companies, The Anatomy of Buzz Revisited takes readers inside the world of word-of-mouth marketing and explains how and why it works. Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, The Anatomy of Buzz Revisited shows how to generate genuine buzz both online and offline. Smart, surprising, and filled with cutting-edge strategies and insights, The Anatomy of Buzz Revisited is essential for anyone who wants to get attention for a product, message, or idea in today’s message-cluttered world.

 

You can find the link from notes here

Buy The Book: 
AmazonBarnes & Noble, your independent bookstore800CEO-Read ,
UK Edition (Profile Books), Russian (Mann Ivanov Ferber), Korean (Hainaim), Italian (IlSole24Ore)

“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, coauthor of Made to Stick, Switch and Decisive

 

“By reviewing The Anatomy of Buzz Revisited, I am doing something I haven’t done before—recommending a book for the second time. But when it comes to understanding how and why ideas spread, there are just as many reasons to read Rosen now as there were almost ten years ago.”

Jack Covert, founder, 800-CEO-READ

 

“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

 

“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

 
“A must read for marketers and an engaging book for anyone interested in social, digital and online media”

Financial Post

 
The Anatomy of Buzz

2000

Considered a classic, The Anatomy of Buzz “has managed to generate quite a bit of buzz itself” as BusinessWeek noted when the book was published. It hit The Wall Street Journal’s business best-seller list and is now available in 12 languages. The Anatomy of Buzz was one of the first books to argue that despite the daily assault of advertising, consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the buzz that develops in the marketplace. Drawing from interviews with more than 150 executives, researchers, and marketing leaders who have successfully built buzz for major brands, Rosen discusses proven techniques for stimulating discussion and recommendation. Keep in mind that it was written back in 1998, so for a more updated version, check out The Anatomy of Buzz Revisited.

Buy The Book: 
AmazonBarnes & Noble, your independent bookstore, Japanese (Nikkei), Korean (Hainaim), Polish (Media Rodzina)

German (Econ), Bahasa Indonesia (Elex Media), Chinese (Yuan-Liou), Chinese (Citic Publishing House), Dutch (Kluwer), Portuguese (Siciliano), Spanish (Ediciones B), Thai (ARiP), Russian (Piter Print LTD)

“This book is clear, lucid and extremely well-researched. The last chapter by itself is worth the entire price of the book!”

Seth Godin, author           

 

“A fascinating look at our popular and consumer cultures.”

BookList

 

The Anatomy of Buzz hums with electric information and resonant insights for all marketers.”

Robert B. Cialdini, author

 

“Readable, intelligent, grounded, and, most important, useful. Check it out.”

Paco Underhill, author of Why We Buy

© 2020 emanuel-rosen

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