Today, rumours are everywhere: in the media, on the Internet, in the corridors, in conversations. Whether we call it rumour, buzz or urban legend, it permeates all sectors of daily life, economic, social, political, show-business, marketing, lobbying, finance... Jean-Noël Kapferer analyses in depth its fundamental principles in this book, which has become the essential reference on the subject and has been translated into sixteen languages.
