埃曼纽尔·罗森

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埃曼纽尔·罗森(Emanuel Rosen)

　　埃曼纽尔·罗森(Emanuel Rosen)又译为：伊曼纽尔·罗森。蜂鸣营销创始人,在一家成功的软件公司担任了长达9年的负责市场营销的副总裁，然后像许多硅谷成功人士一样急流勇退，卖出了在公司的股份。他花了2年时间调研，并著成《营销全凭一张嘴》。并著有《口碑营销》（The Anatomy of Buzz）等。

　　蜂鸣营销，俗称“口头宣传营销”，是传统的“口耳相传”方法在新经济下的创新营销方法。是一种主要通过人们（可以是消费者，也可以是企业的营销人员）向目标受众传播企业产品（或服务）信息而进行的非常廉价的营销方法，蜂鸣营销主要基于人们对于企业产品和服务的直接体验。

　　根据麦肯锡咨询公司2002年5月的一项调查显示，有2/3的消费品的销售都在不同程度上受到了蜂鸣营销等非传统营销手段的影响。而同时，大众媒体的购买费用和广告制作费用却越来越高。正是在这种背景下，“蜂鸣营销”成为新经济条件下营销界最热门的名词之一。

　　蜂鸣营销的优越性

　　蜂鸣营销是一种灵活的、有别于传统方式的市场营销手段，能在不经意间创造出其不同的效果。

　　蜂鸣营销增长成几何级放大，就像是一个增生反应堆，在十个人中，如果每个人有十次经历，那么就产生了一百次的直接经验。如果每人再将自己的经历告诉十个人，那么经历的次数就会增加到一千次。它能接触到更多人，像野火一样蔓延。相反，一份印在杂志上的广告只能被少数固定读者看到，曝光范围也只限于直接阅读和相互传阅的读者。

　　蜂鸣营销比传统的营销方式更能节省营销费用。在今天的信息世界中，人们已经淹没在广告和超量信息中，人们的购买决定过程更加复杂，蜂鸣营销省去了越来越高昂的媒体购买和广告制作费用，传播费用极低，因为维护一个老客户的费用是开发一个新客户的1/5。

　　Rosen was Vice President of Marketing at Niles Software in Berkeley, California. There he was responsible for launching and marketing the company’s agship product, EndNote, which spread to a large extent by word-of-mouth.

　　Rosen has presented his work in numerous forums to both small startups and Fortune 500 companies. In March 2005, he was a keynote speaker at the rst Word-of- Mouth Marketing Association Summit. Rosen serves on the advisory board of that organization.

Rosen started his career in Israel as a copywriter at two of Israel’s leading advertising agencies. For his work in advertising, he won the Bronze Lion from the Cannes International Advertising Festival, as well as several national awards including two gold medals. He holds an MBA from the University of San Francisco and resides in Menlo Park, California.

　　For a good portion of the 1990's, Emanuel Rosen held the post of Vice President of Marketing at Niles Software, maker of EndNote, an Academics-related software tool designed to facilitate the management of bibliographic references.

By all accounts, Rosen, who was charged with spearheading efforts to market EndNote, conducted an exceedingly successful campaign, ultimately leading to the virtual ubiquity of EndNote at institutions of higher learning worldwide, and to sales in excess of 200,000 copies.

Despite its undisputed success, Rosen recounts being - perhaps, ironically - dissatisfied (and confounded) by one aspect of the marketing campaign for EndNote: the rapidity and extent to which the software tool propagated through the Academic world via word-of-mouth, with little marketing stimulation.

　　What particularly vexed Rosen, who's natural inclination it was to attempt to precisely adjust and measure every facet of the campaign, was the seemingly erratic and uncontrollable manner in which the word-of-mouth phenomenon was impacting sales of EndNote.

　　What began as vexation, rapidly gave way to a craving for an understanding of what might be done to systematically harness the word-of-mouth phenomenon for marketing ends. And this, in turn, led Rosen into a period of extensive research into the subject culminating with the eventual production of his seminal work, The Anatomy of Buzz, released in 2000 to highly favorable reviews from the discerning and influential likes of Al Ries, Patricia Seybold, Steve Jurvetson, Geoffrey Moore, and Seth Godin.

　　In Anatomy, Rosen dissects the structure of the person-to-person communication that underlies the word-of-mouth phenomenon, and attempts to extract from this structure a set of techniques that may be used to stimulate, harness, and accelerate the phenomenon, to positive marketing effect. The sum total of these techniques represents the principles of what Rosen refers to as "Buzz Marketing".

　　According to Rosen, Viral Marketing, the still nascent, little-understood area of Interactive Marketing is the online strand of Buzz Marketing. As such, he argues in Buzz, the principles of Buzz Marketing may be used to positively enhance the effectiveness of Viral Marketing campaigns.