Grapevine : the new art of word-of-mouth marketing
by
Balter, Dave.
Title
:
Grapevine : the new art of word-of-mouth marketing
Author
:
Balter, Dave.
ISBN
:
9781591841104
Personal Author
:
Balter, Dave.
Publication Information
:
New York : Portfolio, 2005.
Physical Description
:
viii, 214 pages ; 26 cm
General Note
:
Includes index.
Contents
:
Introduction: Welcome to the grapevine -- Who talks about products and why? -- Word-of-mouth is not buzz -- How word-of-mouth proliferates -- The myth of the influentials -- Word-of-mouth storytelling -- The weird value of negativity -- What's next for word-of-mouth?
Abstract
:
Dave Balter, founder of BzzAgent, an advertising company that develops word-of word-of-mouth marketing, draws on real campaigns to demonstrate what does and does not get people talking about specific products and companies.
Subject Term
:
Word-of-mouth advertising.
Viral marketing.
Added Author
:
Butman, John.
Electronic Access
:
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| VC Cape Town | General Books | 000121286 | 659.13 BAL | 1 |