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156 What's Stopping You? Endnotes 1 2 3 Shel Horowitz, Grassroots Marketing: Getting Noticed in a Noisy World (New York: Chelsea Green, 2000). ZUCA home page, (accessed October 15, 2007). Proactiv home page, (accessed October 15, 2007); K. Rodan, "Entrepreneurial Thought Leaders." 4 M.W. Ragas, Lessons From the eFront (New York: Prima Publishing, 2001), 181. 5 Rachael King, "Make Some Noise," BusinessWeek SmallBiz, August/September 2007, 71. 6 Emanuel Rosen, The Anatomy of Buzz (New York: Doubleday, 2000). 7 Al Ries and Laura Ries, The Fall of Advertising and the Rise of PR (New York: HarperCollins, 2002). 8 Silk Soymilk home page, (accessed October 18, 2007). 9 Source: Adapted from D. Travis, Emotional Branding: How Successful Brands Gain the Irrational Edge (Roseville, CA: Prima Ventures, 2000). 10 11 Ladies Who Launch, accessed June 27, 2007 (see chap. 1, n. 4). "Tram the Grapes, Write the Blog," BusinessWeek SmallBiz, August/September 2007, 72. 12 Business-Opportunities home page,, (accessed October 15, 2007). 13 J.F. Kelly, The Breakaway Brand (New York: McGraw-Hill, 2005); Rosen, The Anatomy of Buzz.