A new edition of the definitive handbook on word-of-mouth marketing, completely revised and updated for today's online world With two-thirds new material and scores of current examples from today's most successful companies, ''The Anatomy of Buzz Revisited'' takes readers inside the world of word-of-mouth marketing and explains how and why it works. Based on over one hundred new interviews with thought leaders, marketing executives, researchers, and consumers, ''The Anatomy of Buzz Revisited'' shows how to: * Generate ''genuine'' buzz both online and off. * Encourage people to talk about your products and services--and help spread the word among their friends, colleagues, and communities. * Adapt traditional word-of-mouth strategies in today's era of Facebook, YouTube, and consumer-generated media. Smart, surprising, and filled with cutting-edge strategies and insights, ''The Anatomy of Buzz Revisited ''is essential for anyone who wants to get attention for a product, message, or idea in today's message-cluttered world.