Grapevine by Dave Balter
Why Buzz Was a Fad but Word of Mouth Is Forever

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Synopsis

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 Dave Balter

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Dave Balter is the founder and CEO of BzzAgent (www.bzzagent.com), the ground-breaking word-of-mouth marketing firm that has been profiled in Forbes, Fast Company, and a New York Times Magazine cover story.
 
Published November 3, 2005 by Portfolio. 236 pages
Genres: Business & Economics, Professional & Technical. Non-fiction

Unrated Critic Reviews for Grapevine

Publishers Weekly

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Like most other marketing books, this intriguing but unconvincing volume dwells on botched ad campaigns, implying that those campaigns would have triumphed if only the advertiser had sought the aut

Sep 19 2005 | Read Full Review of Grapevine: Why Buzz Was a Fad...

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