Word of mouth is an amazingly powerful force a but how does it really work?. Businesses have become obsessed with stimulating word-of- mouth to counteract the declining effectiveness of advertising. But itas 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 heas figured out how to measure and harness word-of-mouth without corrupting it. In Grapevine, Balter shows why honest feedback a about books, restaurants, gadgets, or anything else a 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 abuzza and aviral marketing.aThe disappointing sales performance of the G6 was cited as a akey reasona that Bank of America Securities auto analyst Ronald ... So, as part of their decision- making process, they went searching for real feedback from other real consumers . ... Millions of people had seen the wildest dreams Pontiac G6 giveaway on Oprah.
|Publisher||:||Penguin - 2005-11-03|