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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.”
Achat du livre
Grapevine : the new art of word-of-mouth marketing, Dave Balter, John Butman
- Langue
- Année de publication
- 2005
- product-detail.submit-box.info.binding
- (rigide)
Modes de paiement
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- Titre
- Grapevine : the new art of word-of-mouth marketing
- Langue
- Anglais
- Auteurs
- Dave Balter, John Butman
- Éditeur
- Portfolio
- Publié
- 2005
- Format
- rigide
- Pages
- 288
- ISBN10
- 1591841100
- ISBN13
- 9781591841104
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Marketing & Ventes
- Évaluation
- 3,6 sur 5
- 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.”