Grapevine : the new art of word-of-mouth marketing

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Title:

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:

Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0720/2005048942-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0720/2005048942-d.html

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Summary

Balter's company, BzzAgent, has grown exponentially in just a few years; it now coordinates an army of 75,000 volunteers who talk up products they genuinely love. The big lesson from BzzAgent's success is that companies don't need to win over experts to drive word of mouth, they just need to reach ordinary consumers. Grapevine teaches the skills BzzAgent has perfected to make them a leader in their field. The book also features many BzzAgent campaigns and is both a practical guide to generating word-of-mouth publicity and an inspiration.