Grapevine (ePub)
Why Buzz Was a Fad but Word of Mouth Is Forever
(Sprache: Englisch)
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...
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...
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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.”
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.”
Autoren-Porträt von Dave Balter
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.
Bibliographische Angaben
- Autor: Dave Balter
- 2005, 224 Seiten, Englisch
- Verlag: Penguin Publishing Group
- ISBN-10: 1101216484
- ISBN-13: 9781101216484
- Erscheinungsdatum: 03.11.2005
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- Dateiformat: ePub
- Größe: 0.19 MB
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Sprache:
Englisch
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