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Jonah Berger
Contagious
Why Things Catch On
Simon & Schuster, 2013
Что внутри?
Provoke buzz about your product or idea by generating word of mouth (and not just tweets).
Recommendation
If you want your product, service or cause to become the talk of the town – or the talk of the Internet – don’t rely on advertising. People trust their friends’ and acquaintances’ opinions far more than paid promotions. The challenge is getting your offering on the tip of everyone’s tongue. Marketer Jonah Berger explains why some topics blaze their way around the world while others are ignored. His solutions go beyond social media; as he says, Twitter, Tumblr and Facebook are mere tools. If you can forgive him for inventing unnecessary extra jargon (like “inner remarkability”), Berger will show you how to turn your product or cause into a topic of public conversation, a subject that everyone wants to discuss. getAbstract thinks this entertaining take on fueling the buzz will intrigue marketers, advertisers and sociologists alike.
Summary
About the Author
Jonah Berger, a business writer, teaches marketing at the University of Pennsylvania’s Wharton School of Business.
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