The Anatomy of Buzz/Rosen 184-192

185 An important part of the celebrity concept is the story that develops around the person.

188 …it is best to underpromise and overdeliver, even when whetting the networks’ appetites with these techniques.

Viral Marketing

190 Because each customer who receives information from a friend on the Net can reproduce it instantly and spread it to dozens, hundreds, or thousands of others, this form of Internet marketing is call “viral marketing”.

Paper Pass-It-On Tools

192 tell-a-friend—they’re such low incremental cost that you can hardly not do them.
..renting other companies’ lists can be expensive. Asking for friends’ referrals can give you these names for a much lower investment.