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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

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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 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

  • File Size: 465 KB
  • Print Length: 236 pages
  • Publisher: Portfolio (November 3, 2005)
  • Publication Date: November 3, 2005
  • Sold by:  Penguin Group (USA) LLC
  • Language: English
  • ASIN: B000OCXFW4
  • Text-to-Speech: Enabled
  • X-Ray: Not Enabled
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled

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