Thought it would be rehash of other marketing books--nothing big, nothing new. Wrong. Good stuff on the trendspreaders, versus the trendsetters. Makes me rethink do you wanna be Alpha or Bee, and if you're a marketer, if you're wasting money chasing the first versus the third one to try something new. I know the authors' work from NEXT, but this BUZZ is much more focused, and insightful, also a very easy read. It's almost too fun to be a business book.

This book is written by real visionaries who thoughtfully and thoroughly open your eyes to the truth about marketing in an information saturated society. Nothing works harder or better than word of mouth and instead of waiting around and hoping it might happen for your business, buy this book and learn how to create it. You'll be amazed at the fascinating stories, ideas and practical applications crammed in this enormously intelligent book that will help you understand how to create successful buzz for your business.

Buzz is the sort of business book that lay readers will find informative and fascinating. The examples are timely and thought provoking, helping me understand why some products and campaigns are successful and others are not. In today's marketplace, the consumer needs to be as savvy as the marketer.

Just received this book today, so haven't had time to read the whole thing. It appears to have good practical applications. For example, Chapter 4, Playing It Safe On Line, is one I want to use in a new course which I'm teaching next semester, "Advanced Business Technology". The course is for high school seniors, for whom some of this book is a bit juvenile, but the practical uses make it worth presenting. Does anyone know how to contact the authors for permission to reproduce the Rules of the Road for our class to see? Thank you

This book is perfect for the family that just purchased their first modem. The authors break down the complex world of cyberspace into digestible nuggets. Thank you

i haven't read your bok yet. i want to read some chapters of your book online. please suggest how to do that.

The offenses in this text range from citing surveys that show the emotional differences between the sexes narrowing (hint: surveys about attitude reflect the desired perception, rather than reality) to the usual hackneyed predictions about the growth of e-commerce and Java-based refrigerators. It's a superficial and uninspiring roundup of all the press release style journalism you'd find in Wired or Business 2.0. This is the kind of material that might be "inspiring" if you were to set your sights low enough. No breakthroughs here, although I suppose it's a serviceable summary of many of the trends that have already been predicted to death elsewhere.

I find the book a pleasure and a quick read. It is almost like taking a car ride through various scenaries and countries. You get a sense of a larger picture of a possible future, but yet you yearn for the slow walk when you can really see the details. A major gripe would be that, despite pages on Asia, it is still a Western, especially US-centric, future that is being painted. And the Asian section reads like a current affairs report. Interestingly though, what the authors failed to pick up is that the section on Europe holds many parallels for Asia. In summation, NEXT is good for triggering other thoughts and ideas. Not so great if you want to drill down into the whys and wherefores.