Small Business Marketing Review - Part II Anatomy

We are now completing a two-part review of a neglected marketing book over the past five years: Emanuel Rosen's from

Analysis of the buzz: how to create word of mouth advertising from

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"Stimulus" is the third of Rosen's three themes and occupies the second half of the book. Many of Ron's themes in the book's half cover the marketing topics we've visited in previous articles.

Chapter 9 is working with the Network Center to address this important topic. Many of the topics covered by Rosen are the topics that our articles have visited in the past few months, including: "Let the Network Center Identify Yourself" [page 136]. Check out our previous article to find out what we found to be "Mavens" in your customers. In "Keep Tracking" [page 143], Rosen pointed out the importance of capturing contact information on the network center. Please see our previous article on database marketing to get a marketing team that is critical to this.

The "element of a good story" is the title of Chapter 11. Rosen used a whole chapter on this important topic. We certainly think this is important because we have used several articles for the importance of the story. But Rosen has a good turn in story, because every element he describes is specifically about how to attract people to talk about your company. Here, Rosen's work is a good addition to Lawrence Vincent. from

Legendary brand from

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Another important insight that Rosen provides for small business marketers is the need to "actively seed" the "dead network" [page 165]. This is an important concept for small businesses and usually only has time to listen to customers who are talking. In other words - there are potential customers that have not yet been discovered, but you may need to scout in other places where you don't currently search.

Finally, at the end of this work, you will find two more excellent resources. Rosen provides us with a glossary of vocabulary marketing vocabulary and an exhaustive list of sources he uses, in the notes and references section of the work.

Today, six years after the publication of "Beep Anatomy", concepts such as viral and vocal marketing seem to be common. However, most small businesses are only now learning how to use them. from

Analysis of the buzz from

 Ideal for small businesses that rarely pass word of mouth as the number one advertising tool.

Remember: from

brand from

 [Who are you] + Packaging [for customers] + People [customers and employees] = Marketing success.

©2006 Marketing Hawks

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