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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
 

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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

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:
9781101216484
Publisher:
Penguin Publishing Group
Publication date:
11/03/2005
Sold by:
Penguin Group
Format:
NOOK Book
Pages:
224
Sales rank:
1,026,773
File size:
228 KB
Age Range:
18 Years

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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