Grapevine : Why Buzz Was a Fad but Word of Mouth Is Forever

by Balter, Dave

• ISBN13: 9781591842286
• ISBN10: 159184228X
• eBook ISBN(s): 9781101216484
• Format: Paperback
• Copyright: 2008-06-24
• Publisher: Portfolio Trade
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Summary

Word of mouth is an amazingly powerful force — but how does it reallywork?. 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.”

Author Biography

Dave Balter is the founder and CEO of BzzAgent, the groundbreaking word-of-mouth marketing and a media channel that now has a network of 400,000 consumer volunteers.