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As VP of marketing at online retailer, Mark Hughes didn’t have a huge budget for advertising. Yet he helped drive the number of users from zero to eight million in just three years. His secret? Making the company a magnet for media attention and word-of-mouth, by any means necessary. Most notoriously, he persuaded the town of Halfway, Oregon, to rename itself - called 'one of the greatest publicity coups' in history by Time. In this breakthrough book, Hughes offers a practical guide to the art of successful buzz marketing - which many people talk about these days but few truly understand. He draws on real-world examples of companies that got people to talk about their stuff - from Miller Lite during the 'Tastes Great - Less Filling' era, to American Idol’s stunning use of buzz to become a global phenomenon, to current companies that find creative ways to break through the ad-glutted marketplace. Buzzmarketing explores the six secrets of great word-of-mouth campaigns and shows how any company can thrive by pursuing a buzz-driven strategy rather than just hoping for a lucky break. Readers who have enjoyed books like The Tipping Point and Purple Cow will find Buzzmarketing to be the ideal guide to applying buzz to their real-world business needs.

Detalhes do Produto

    • Ano:  2005
    • País de Produção: United States
    • Código de Barras:  9781591840923
    • ISBN:  1591840929
    • Encadernação:  CAPA DURA
    • Peso: 0.58 kg
    • Complemento:  NENHUM

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