Table of Contents

Preface.
Introduction.


1. The Buzz about Buzz Marketing Is Building.


2. The Importance of Moving from A to Bee.


3. Tapping into the Superconnectors.


4. What Goes Up....


5. Managing the Ups and Downs: Lessons from the Perennials.


6. Silver Bullet Brands and Leaps of Faith.


7. Shock Treatment.


8. Media and Cyberspace.


9. Buzzing Youth.


10. Conclusion: Long Live the WORM.


Notes.


Glossary.


Acknowledgments.


Index.

About the Author

MARIAN SALZMAN is a seasoned advertising executive and one of the
world’s leading trendspotters. Chief Strategy Officer at Euro
RSCG Worldwide, she is also the coauthor, with Ira Matathia and Ann
O’Reilly, of the international bestseller Next: Trends for the
Near Future. A trailblazer who was awarded the first online
market-research franchise on AOL, Salzman is widely considered to
be the inventor of online focus groups.

IRA MATATHIA is the bestselling coauthor of Next. He is also the
Managing Director at Euro RSCG, MVBMS Partners, and a former
president of Chiat/Day in Canada and New York. He is a well-known
speaker on the international circuit.

ANN O’REILLY is a writer and editor who has worked for
agencies such as Chiat/Day and Young & Rubicam. She currently
serves as Editorial Director of S.T.A.R. (Strategic Trendspotting
and Research) at Euro RSCG, and is also coauthor of Next.

Reviews

"Marian Salzman has a knack for telling you what you'll be doing
before you know it yourself." (The Observer, 29 June 2003)
"...an enjoyable read, liberarally peppered with illuminating
and insightful case studies..." (Marketing, 3 July 2003)


??well covered?? (Gulf Business, July
2003)


??brand owners must get their wares talked about.
The question is: how? The authors of Buzz... believe they
have an answer??(Financial Times, 24 July 2003)