Grapevine
Why Buzz Was a Fad but Word of Mouth Is Forever
Business & Finance, Marketing & Sales, Consumer Behaviour, Advertising & Promotion, Nonfiction, Health & Well Being, Self Help, Self Improvement, Success
| Author: | Dave Balter | ISBN: | 9781101216484 |
| Publisher: | Penguin Publishing Group | Publication: | November 3, 2005 |
| Imprint: | Portfolio | Language: | English |
| Author: | Dave Balter |
| ISBN: | 9781101216484 |
| Publisher: | Penguin Publishing Group |
| Publication: | November 3, 2005 |
| Imprint: | Portfolio |
| Language: | English |
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.”
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.”
