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Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards Finalist, 2008 Berry-American Marketing Association Book Prize It’s official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level. Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people’s interest...and generate much more than buzz.
Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.
Beloved American hero and astronaut Buzz Aldrin reflects on the wisdom, guiding principles, and irreverent anecdotes he's gathered—both in outer space and on earth—through his event-filled life, in this inspiring guide-to-life for the next generation. Everywhere he goes, crowds gather to meet Buzz Aldrin. He is a world-class hero, a larger-than-life figurehead, best known of a generation of astronauts whose achievements surged in just a few years from first man in space to first men on the moon. Now he pauses to reflect and share what he has learned, from the vantage point not only of outer space but also of time: still a non-stop traveler and impassioned advocate for space exploration, Aldrin will be 86 in 2016. No Dream Is Too High whittles down Buzz Aldrin's event-filled life into a short list of principles he values, each illustrated by fascinating anecdotes and memories, such as: · Second comes right after first. NASA protocol should have meant he was first on the moon, but rules changed just before the mission. How he learned to be proud of being the second man on the moon. · Look for opportunities, not obstacles. Buzz was rejected the first time he applied to be an astronaut. Failure is an opportunity to learn to do better. · Always maintain your spirit of adventure. For his 80th birthday, Buzz went diving in the Galapagos and hitched a ride on a whale shark. He stays fit, energetic, and fascinated with life. No Dream Is Too High is a beautiful memento, a thought-provoking set of ideas, and a new opportunity for Buzz Aldrin to connect with the masses of people who recognize his unique place in human history.
- "A fascinating reminder of the interconnections between humans and animals... In this intrepid and lively tour of beedom, nature is cultural." - Gary Alan Fine, author of Sticky Reputations "A unique, important, and fascinating addition to the literature." - Clinton Sanders, author of Regarding Animals
Winner, 2014 Distinguished Scholarship Award presented by the Animals & Society section of the American Sociological Association Bees are essential for human survival—one-third of all food on American dining tables depends on the labor of bees. Beyond pollination, the very idea of the bee is ubiquitous in our culture: we can feel buzzed; we can create buzz; we have worker bees, drones, and Queen bees; we establish collectives and even have communities that share a hive-mind. In Buzz, authors Lisa Jean Moore and Mary Kosut convincingly argue that the power of bees goes beyond the food cycle, bees are our mascots, our models, and, unlike any other insect, are both feared and revered. In this fascinating account, Moore and Kosut travel into the land of urban beekeeping in New York City, where raising bees has become all the rage. We follow them as they climb up on rooftops, attend beekeeping workshops and honey festivals, and even put on full-body beekeeping suits and open up the hives. In the process, we meet a passionate, dedicated, and eclectic group of urban beekeepers who tend to their brood with an emotional and ecological connection that many find restorative and empowering. Kosut and Moore also interview professional beekeepers and many others who tend to their bees for their all-important production of a food staple: honey. The artisanal food shops that are so popular in Brooklyn are a perfect place to sell not just honey, but all manner of goods: soaps, candles, beeswax, beauty products, and even bee pollen. Buzz also examines media representations of bees, such as children’s books, films, and consumer culture, bringing to light the reciprocal way in which the bee and our idea of the bee inform one another. Partly an ethnographic investigation and partly a meditation on the very nature of human/insect relations, Moore and Kosut argue that how we define, visualize, and interact with bees clearly reflects our changing social and ecological landscape, pointing to how we conceive of and create culture, and how, in essence, we create ourselves.
Steve details his descent from bright star to burnout in this newly repackaged edition of the definitive, highly acclaimed novel from the creator of Veronica Mars and Party Down. Houston, sophomore year: Steve is on top of the world. He and his friends are the talk of the school. He’s in love with a terrific girl. He can even deal with “the astronaut”—a world-famous hero who happens to be his father. San Diego, senior year: Steve is bummed out, drugged out, flunking out. A no-nonsense counselor says he can graduate if he writes a 100-page paper. So Steve starts writing, and as the paper becomes more and more personal, he reveals how a National Merit Scholar has become an under-achieving stoner. And in telling how he got to where he is, Steve discovers how to get to where he wants to be.
Now even the youngest fans of Disney/Pixar Toy Story can blast off to infinity and beyond with this sturdy board book shaped like Buzz Lightyear! Plus little boys will love the large size and the shiny foil on the cover.
Dive in to the wonderful world of Pixar with the new edition of this bestselling, fan-favorite, fully illustrated, and fact-filled character guide. Find out more about the greatest and funniest heroes, villains, sidekicks, and oddballs from across every Pixar movie. Whether your favorite character is Woody, Buzz, Dory, WALL-E, Lightning McQueen, Edna, Bing Bong, Jessie, Joy, or Dante, the Pixar Character Encyclopedia lets you relive their top movie moments and latest adventures, discover special "Did you know?" facts, and much, much more. Now featuring more than 320 characters, this new edition has been updated and expanded to include characters from Pixar's recent releases: 2020's Onward and Soul, as well as 2021's box-office smash Luca and 2022's Turning Red and Lightyear. Looking for insider info about the Lightfoots, Jamie Foxx, Luca Tremblay, and Buzz Lightyear's latest adventures? The new edition of the Pixar Character Encyclopedia is the one-stop book for you!
After years of official disrepute, industrial policy (IP) is back in vogue at regional, national and international levels driven by concerns over competitiveness, globalisation, de-industrialisation, unemployment and the comparatively slow growth of the EU economy especially in this post-recession phase. At the same time, IP has been seen as a catalyst for designing economic recovery strategies at regional, national and international levels, as well as being a concerted strategy to develop new ‘clean-tech’ industries to tackle environmental challenges. If anything, the recent global recession and credit crunch have highlighted the fragility of some states’ and localities’ economic development paths and the unbalanced nature of their economies, in terms of an over-reliance on sectors such as retail, financial services, and construction, to the detriment of manufacturing. This also suggests an accompanying need for greater economic diversity so as to avoid over-dependencies on certain sectors, and a better balance of ownerships forms. But what should be the shape of IP in the wake of the crisis and how can IP rebalance economies, help support sustainable development and catalyse new technologies and innovations whilst learning lessons from past experience and debate? This edited volume examines these questions through a wide range of diverse contributions from expert international authors. This book was originally published as a special issue of Policy Studies.
How to master the power of buzz Trendspotters and bestselling authors Marian Salzman and Ira Matathia demystify buzz and show how marketers can create and leverage it for the success of their products and services. The world we inhabit is in constant flux, and the captive audience on which advertisers relied for years no longer exists. Branding today requires a flexibility and creativity that have thus far eluded many traditional practitioners. When there is no clear forum for communicating your brand message to the audience, you must have your audience do it for you. The authors show how and why buzz works, examining case studies like Kate Spade, Madonna, Bulgari, Ford, Nokia, and French Connection. They explore the role specific consumer groups play in setting trends, show how influence works, reveal the efficacy of shock ads, and explain how to manage brand momentum. This book is a dynamic guide that sheds new light on the topic of buzz using real-world examples and case studies that show how marketers can manufacture the seemingly authentic word-of-mouth to which today's cynical consumer responds.