David Scott talks to Jeff Schechtman about World Wide Rave

Buzz. What is it, how does it get started and can it be manipulated. Whether it's the Obama campaign or the latest hot book or movie, marketing today is dictated by a whole new set a rules that stand the old ideas about advertising, public relations and traditional marking upside down. One of the top practitioners of this new "art" is David Scott. He written a new book entitled World Wide Rave. My conversation with David Scott: