The Tipping Point: How Little Things Can Make a Big Difference, by Malcolm Gladwell, is an insightful book that discusses factors that cause market surge.
Gladwell points out the two phenomenons that seem to primarily be market catalyst factors:

1. One high-profile, highly-connected individual's public endorsement
2. A critical-mass buildup of interest

Gladwell suggests people like Oprah Winfrey can have great power in markets, and sites her single negative market-shaking comment about the U.S. beef industry back in the 80's as an example of such dynamics.

I found the Tipping Point to be an inspiring read and highly recommend it, especially to the marketing types.

Mike J Berry www.RedRockResearch.com