More about the book
Word of mouth is an amazingly powerful force — but how does it really work?. Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it’s easier said than done. As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances about products they genuinely love, Dave Balter is a successful practitioner, not a theorist. And he’s figured out how to measure and harness word-of-mouth without corrupting it. In Grapevine, Balter shows why honest feedback – about books, restaurants, gadgets, or anything else – is more believable than any paid endorser. And he answers some of the most elusive questions in marketing, such as what makes word-of-mouth very different from “buzz” and “viral marketing.”
Book purchase
Grapevine : the new art of word-of-mouth marketing, Dave Balter, John Butman
- Language
- Released
- 2005
- Binding
- (Hardcover)
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- Title
- Grapevine : the new art of word-of-mouth marketing
- Language
- English
- Authors
- Dave Balter, John Butman
- Publisher
- Portfolio
- Released
- 2005
- Format
- Hardcover
- Pages
- 288
- ISBN10
- 1591841100
- ISBN13
- 9781591841104
- Series
- Rating
- 3.6 out of 5
- Description
- Word of mouth is an amazingly powerful force — but how does it really work?. Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But it’s easier said than done. As the founder of BzzAgent, a community of more than 400,000 people who volunteer to talk to friends and acquaintances about products they genuinely love, Dave Balter is a successful practitioner, not a theorist. And he’s figured out how to measure and harness word-of-mouth without corrupting it. In Grapevine, Balter shows why honest feedback – about books, restaurants, gadgets, or anything else – is more believable than any paid endorser. And he answers some of the most elusive questions in marketing, such as what makes word-of-mouth very different from “buzz” and “viral marketing.”