As a marcom manager, what do you think are the top three challenges for employing buzz marketing? Is it different for different brands and/or product categories?

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The question is / As a marcom manager, what do you think are the top three challenges for employing buzz marketing? Is it different for different brands and/or product categories?

The related important documents are uploaded :
1) Powerpoint slide for chapter 8 and 12.
and 2) three supplementary readings