Grapevine

Alternate Titles

• New art of word-of-mouth advertising

Description

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."

Description

"As the founder of BzzAgent, Dave Balter developed a strategy for driving authentic word-of-mouth in the real world. He's a successful practitioner in a field previously dominated by armchair theorists." "In Grapevine, Balter and John Butman draw from real BzzAgent campaigns and other case studies to show what does and doesn't work to get people talking. They answer some of the most elusive questions in marketing today."--BOOK JACKET

Subjects

Other Editions

• Grapevine: the new art of word-of-mouth marketingPortfolio2005-01-01
• GrapevineHardcoverPortfolio Hardcover2005-11-03
• GrapevineeBookPenguin Group USA, Inc.2008-01-01
• GrapevinePenguin Publishing Group2008-01-01