How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else again?

Strategies for creating and sustaining effective word-of-mouth campaigns drawing from more than 150 interviews with exucutives, marketing leaders, and researchers who have successfully built buzz for major brands.

This book seeks to understand how a one-man consultancy practice can grow to become what is arguably the largest such enterprise in one of the world's largest countries. It follows the incredible story of the start-up MarkPlus and its journey to become what it is today. Through this journey, one will discover the importance of developing innovative and original marketing frameworks and practices, along with the purpose and passion of a start-up's founder. This insightful book covers many well-established marketing concepts and practices and sheds light on the path that many entrepreneurs must take in establishing their own businesses.

A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today’s online world 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 off. * Encourage people to talk about your products and services—and help spread the word among their friends, colleagues, and communities. * Adapt traditional word-of-mouth strategies in today’s era of Facebook, YouTube, and consumer-generated media. 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.

Why do some people find and sustain hope during difficult circumstances, while others do not? What can we learn from those who do, and how is their example applicable to our own lives? The Anatomy of Hope is a journey of inspiring discovery, spanning some thirty years of Dr. Jerome Groopman’s practice, during which he encountered many extraordinary people and sought to answer these questions. This profound exploration begins when Groopman was a medical student, ignorant of the vital role of hope in patients’ lives–and it culminates in his remarkable quest to delineate a biology of hope. With appreciation for the human elements and the science, Groopman explains how to distinguish true hope from false hope–and how to gain an honest understanding of the reach and limits of this essential emotion.