Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Working Knowledge
Business Research for Business Leaders
  • Browse All Articles
  • Popular Articles
  • Cold Call Podcast
  • Managing the Future of Work Podcast
  • About Us
  • Book
  • Leadership
  • Marketing
  • Finance
  • Management
  • Entrepreneurship
  • All Topics...
  • Topics
    • COVID-19
    • Entrepreneurship
    • Finance
    • Gender
    • Globalization
    • Leadership
    • Management
    • Negotiation
    • Social Enterprise
    • Strategy
  • Sections
    • Book
    • Podcasts
    • HBS Case
    • In Practice
    • Lessons from the Classroom
    • Op-Ed
    • Research & Ideas
    • Research Event
    • Sharpening Your Skills
    • What Do You Think?
    • Working Paper Summaries
  • Browse All
    • Archive

    The Anatomy of Buzz

     
    Putting word-of-mouth marketing to work
    12/11/2000
    As defined by Newsweek magazine, buzz is "infectious chatter; genuine, street-level excitement about a hot new person, place or thing." Author Rosen, a former marketing executive for Endnote, takes the concept several steps beyond, describing precisely how person-to-person communication about a brand can work to a marketer's benefit—or detriment. After all, he writes, negative buzz will sink a feeble product as quickly as positive buzz will hoist a good one straight to the public's attention. In The Anatomy of Buzz, Rosen discusses the "invisible networks" of buzz, success factors that come from good buzz, and specific techniques to stimulate top-notch word of mouth.
    ǁ
    Campus Map
    Harvard Business School Working Knowledge
    Baker Library | Bloomberg Center
    Soldiers Field
    Boston, MA 02163
    Email: Editor-in-Chief
    →Map & Directions
    →More Contact Information
    • Make a Gift
    • Site Map
    • Jobs
    • Harvard University
    • Trademarks
    • Policies
    • Accessibility
    • Digital Accessibility
    Copyright © President & Fellows of Harvard College