Grapevine

Why Buzz Was a Fad but Word of Mouth Is Forever
Product Number: EB00392819
Released: Jun 05, 2014
Business Term: 2 Year
ISBN: #9781101216484
Publisher: Portfolio
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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."

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Author(s): Dave Balter
Original Publish Date: Nov 03, 2005

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