- Mass Market Paperback: 224 pages
- Publisher: PORTFOLIO (2 Oct 2008)
- Language English
- ISBN-10: 159184228X
- ISBN-13: 978-1591842286
- Product Dimensions: 21 x 13.8 x 0.6 cm
- Average Customer Review: 1.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,564,839 in Books (See Top 100 in Books)
Grapevine
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Product Description
Product Description
Balter, the founder of BzzAgent, a word-of-mouth product endorsement community, shows why honest feedback - about restaurants, books, gadgets and more - is more believable than any paid endorser. having figured out how to measure and harness the power of word-of-mouth without corrupting it, he answers some of the most elusive questions about marketing, such as what makes word-of-mouth very different from ""buzz"" and ""viral"" marketing.
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
I read this book because I wanted to learn something Word-of-Mouth. I didn't. Why? Because Dave Balter does not want to educate you or help you understand, no no no, he wants you to work for him. He wants you to be a BzzzAgent. He wants you to help him sell more products. We get no insight into the world of marketing; instead we get a trip to Balters disneyesque world of BzzzzAgents. The book is riddled with anecdotes and musing on just how great it is to be BzzzAgent i.e working and researching for him gratis.
This book is pure fiction and if you want something for academic research keep looking.
This book is pure fiction and if you want something for academic research keep looking.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
46 reviews
3 of 3 people found the following review helpful
Interesting read!
8 Nov 2005
Format:Hardcover
Word-of-mouth as a marketing tool? I was skeptical. After all, millions of dollars are spent on 30-second spot during the Superbowl. Oprah gave away a bunch of cars on her show one day. Magazine ads, TV commericals, rebates, coupons - that's what marketing is, not people talking about the coffee at their local coffee house. Grapevine has me reconsidering my opinion. Valid points are made about the effectiveness of some of these huge promotions we've seen over the years, such as the Oprah car giveaway. The show got people taking but was it about the product? Since reading the book, I've paid a lot more attetion to conversations around me and I've been surprised how often references to products come up. Grapevine has me thinking that maybe we, as consumers, actually do have power to make changes in the marketplace. Even if you're not in sales or marketing, I recommend this book because it will change the way you think about advertising in general. If you are a marketer, it will make you consider the power of people's opinions.
3 of 3 people found the following review helpful
Not Your Average Dry Business Book
6 Nov 2005
Format:Hardcover
When I first got this book I wasn't sure I'd really enjoy it. Some of the business books I've read have been so dry and boring. This book kept me engaged until the end with the many interesting examples which Dave Balter highlighted throughout. I had heard about Word of Mouth Marketing, but reading this book gave me a much better understanding and has me looking at things differently. It's kind of a light read as far as business books go. I would recommend this book to anyone interested in finding out more about WOMM.
3 of 3 people found the following review helpful
We're all bzzing bees!
7 Nov 2005
Format:Hardcover
I'm a Bzz agent, and I enjoyed reading excerpts from Grapevine chapters as it was being written and got to vote on the cover. (The publisher made its own choice, however.) It's a fascinating and enlightening book, with stories of ad campaigns--successful and not. The business background explains a lot about the commercials and ads we see and hear. A fictional ad campaign for SparklyPerfect runs through the book, and I thought that was fun! (The sponsor had lots of money, and the woman in charge of the ad campaign really had to hustle.) I really liked the book, but then I'm interested in marketing. (I was surprised to learn, as a Bzz agent--even before I read the book--how much everyone bzzs every day!) I did appreciate the fact that it's an easy and funny read.
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