Grapevine

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Grapevine

by Dave Balter, John Butman

Portfolio | June 24, 2008 | Trade Paperback

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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."

Format: Trade Paperback

Dimensions: 224 pages, 8.5 × 5.6 × 0.65 in

Published: June 24, 2008

Publisher: Portfolio

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 159184228X

ISBN - 13: 9781591842286

Found in: Marketing and Sales
Appropriate for ages: 18 - 18

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– More About This Product –

Grapevine

by Dave Balter, John Butman

Format: Trade Paperback

Dimensions: 224 pages, 8.5 × 5.6 × 0.65 in

Published: June 24, 2008

Publisher: Portfolio

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 159184228X

ISBN - 13: 9781591842286

From the Publisher

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."

Appropriate for ages: 18 - 18