Description
Word of mouth is an amazingly powerful force โ but how does it really work?.Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But itโs 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 heโs figured out how to measure and harness word-of-mouth without corrupting it.
In Grapevine, Balter shows why honest feedback โ about books, restaurants, gadgets, or anything else โ 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 โbuzzโ and โviral marketing.โ ISBN:9781591841104
