Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever |
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|---|---|
| Authors: | Balter, Dave |
| Publisher: | Penguin Publishing Group |
| BISAC/Subject: | SEL027000, BUS002000, BUS016000 |
| ISBN: | 9781101216484, Related ISBNs: 1101216484, 1591841100, 159184228X, 9781101216484, 9781591841104 |
| Classification: | Non-Fiction |
| Number of pages: | 224, |
| Audience: | General/trade |
Synopsis: 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.”
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.”
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