埃曼紐爾·羅森
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埃曼紐爾·羅森(Emanuel Rosen)又譯為：伊曼紐爾·羅森。蜂鳴營銷創始人,在一家成功的軟體公司擔任了長達9年的負責市場營銷的副總裁，然後像許多矽谷成功人士一樣急流勇退，賣出了在公司的股份。他花了2年時間調研，並著成《營銷全憑一張嘴》。並著有《口碑營銷》（The Anatomy of Buzz）等。
蜂鳴營銷，俗稱“口頭宣傳營銷”，是傳統的“口耳相傳”方法在新經濟下的創新營銷方法。是一種主要通過人們（可以是消費者，也可以是企業的營銷人員）向目標受眾傳播企業產品（或服務）信息而進行的非常廉價的營銷方法，蜂鳴營銷主要基於人們對於企業產品和服務的直接體驗。
根據麥肯錫咨詢公司2002年5月的一項調查顯示，有2/3的消費品的銷售都在不同程度上受到了蜂鳴營銷等非傳統營銷手段的影響。而同時，大眾媒體的購買費用和廣告製作費用卻越來越高。正是在這種背景下，“蜂鳴營銷”成為新經濟條件下營銷界最熱門的名詞之一。
蜂鳴營銷的優越性
蜂鳴營銷是一種靈活的、有別於傳統方式的市場營銷手段，能在不經意間創造出其不同的效果。
蜂鳴營銷增長成幾何級放大，就像是一個增生反應堆，在十個人中，如果每個人有十次經歷，那麼就產生了一百次的直接經驗。如果每人再將自己的經歷告訴十個人，那麼經歷的次數就會增加到一千次。它能接觸到更多人，像野火一樣蔓延。相反，一份印在雜誌上的廣告只能被少數固定讀者看到，曝光範圍也只限於直接閱讀和相互傳閱的讀者。
蜂鳴營銷比傳統的營銷方式更能節省營銷費用。在今天的信息世界中，人們已經淹沒在廣告和超量信息中，人們的購買決定過程更加複雜，蜂鳴營銷省去了越來越高昂的媒體購買和廣告製作費用，傳播費用極低，因為維護一個老客戶的費用是開發一個新客戶的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.
