Grapevine: The New Art of Word-of-Mouth Marketing

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.”

• Author
• Dave Balter, John Butman

• Format
• hardcover

• Pages
• 288

• Publisher
• Portfolio Hardcover

• Language
• english

• ISBN
• 9781591841104

• Genres
• business, psychology

• Release date
• 2005