Dave Balter

Grapevine (eBook, ePUB)

Why Buzz Was a Fad but Word of Mouth Is Forever

• Format: ePub

Produktbeschreibung

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.”

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Produktdetails

• Verlag: Penguin Publishing Group
• Seitenzahl: 224
• Erscheinungstermin: 3. November 2005
• Englisch
• ISBN-13: 9781101216484
• Artikelnr.: 44649994

Autorenporträt

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.