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Grapevine. Why Buzz Was a Fad but Word of Mouth Is Forever
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- Nombre de pages224
- FormatePub
- ISBN1-101-21648-4
- EAN9781101216484
- Date de parution03/11/2005
- Protection num.Adobe DRM
- Taille199 Ko
- Infos supplémentairesepub
- ÉditeurPortfolio
Résumé
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."
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."