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Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever
     

Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever

by Dave Balter
 

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

Overview

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.”

Product Details

ISBN-13:
9781591842286
Publisher:
Penguin Publishing Group
Publication date:
06/24/2008
Pages:
224
Product dimensions:
5.30(w) x 8.30(h) x 0.70(d)
Age Range:
18 Years

What People are Saying About This

Seth Godin
Every once in a while, a book comes along that changes everything. Dave Balter clearly and persuasively makes his case for a whole new way to think about how your ideas spread. (Seth Godin, author of Purple Cow)
Tom Peters
Hooray for Dave Balter's Grapevine. Dave knows exactly of what he speaks, and has the numbers to prove it. This is indeed a must read.
Emanuel Rosen
The rapidly growing field of word-of-mouth marketing has been desperately missing one thing: hands-on experience. This book fills that gap. (Emanuel Rosen, author of The Anatomy of Buzz)

Meet the Author

Dave Balter is the founder and CEO of BzzAgent (www.bzzagent.com), the ground-breaking word-of-mouth marketing firm that has been profiled in Forbes, Fast Company, and a New York Times Magazine cover story.

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