Grapevine: Why Buzz Was a Fad but Word of Mouth Is Forever (Portfolio) Год выпуска: 2008Автор: Dave BalterИздательство: Страниц: 224ISBN: 159184228XОписание 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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