224 pages, 8.5 × 5.6 × 0.65 in
June 24, 2008
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."