The Anatomy of Buzz/Rosen p5-12

Page 5 Buzz plays a major role in the purchasing process for many products.

6 The idea that a critical part of marketing is word of mouth and validation from important personal relationships is absolutely key, and most marketers ignore it.

7 ..buzz is the sum of all comments about a certain product that are exchanged among people at any given time.

7 Marketers and entrepreneurs, however, have a lot to gain from exploring what customers are saying about their products, not only when they are ultra new but also when these products are established. Buzz is all the word of mouth about a brand. It’s the aggregate of all person-to-person communication about a particular product, service, or company at any point in time.

12 It’s about what customers—the people who pay money for products—tell each other about these products.