Courtesy of Penguin Group (Canada)
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.”
About the Author
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.
- Extra Info:
- Penguin Group (Canada) | Chapters.ca | Amazon.com
5 copies availableThis book is CLAIMED
- Paperback: 224 pages
- Publisher: Portfolio Trade (June 24, 2008)
- ISBN-10: 159184228X
- ISBN-13: 978-1591842286
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